The interaction engine

MAKE AUDIENCES MATTER

Amply needed to take control of the conversation, and refocus its message.

Born originally from leading recruitment tech business Jobbio, Amply is a smart ad tech solution that combines an immersive white label job board with the infrastructure to deliver relevant content to engaged audiences. The Amply ecosystem enables online publishers, communities, and e-learning providers to unlock another stream of revenue, in a space where businesses have increasingly struggled to monetise their output.

Amply faced 3 key strategic challenges to ensure its brand was built for success:

1. Communicating the scale of its capability and the reach of its network, without it seeming nebulous and hard to pin down.
2. Showing true value in a category with a difficult reputation, and undergoing great change.
3. Developing organising principles that could both determine the experience of the user, and unite their growing team.

1. COMMUNICATING POSSIBILITY

During our discovery with Amply, the first challenge that emerged was the question of how to arrive at a single powerful message, when the breadth of audiences, experiences and applications was so vast, and without limiting Amply’s capacity to expand to applications beyond job boards in the future.

We quickly realised that a trying to capturing the ‘what’ would counter intuitive, and instead built Amply’s proposition to contain intentional negative space, focusing on how they do what they do and, the results for the customer; 

“The integrated ___ platform delivering content that moves audiences to act.”

2. CREATING SPACE

Regulatory changes, audience fatigue, and growing public suspicion of ‘big tech’ have all contributed to a negative discussion around internet advertising and a lot of flux and change in the adtech space as content publishers and service providers struggle to adapt.

In this context, Amply’s editorial capability was an important differentiator, but they needed to formalise this advantage to make it something the business could mobilise around. 

Building out the brand platform, the notion of the value of each interaction became an important organising principle, eventually becoming Amply’s driving mission:

 “Create moments of value for audiences that matter, everywhere it counts.”

3. PERSONALITY & EXPERIENCE

Given the highly commercial application of the product, we were conscious of the danger of the brand lacking personality and coming across as purely transactional.

However, in the driving mission behind the brand and the intentional negative space within the proposition, we saw rich territory to build a more meaningful experience for Amply to answer the emotional needs of its audience.

We thought of Amply as an explorer. Seeking out deeper experiences and new audiences. It moves with purpose and precision, distilling data and illuminating answers.

Driven by the brand principles of ‘Always adding’, ‘Hungry optimists’ and ‘Seriously savvy’, we created rules of engagement to guide how Amply shows up, behaves and operates.

Instigate: Amply is the trigger, so make its role active. Put it front and centre of the action.

Go deeper: Think of Amply as an explorer. Talk about new ideas and new frontiers. Help our audiences to discover with us.

Pack a punch: We may be high-tech, but we’re human. Our savvy personality cuts through with sharp wit.

BROUGHT TO LIFE

Alongside establishing a new brand platform and identity we activated the brand across several touchpoints. We developed a series of sales and investor decks, animations, event collateral and digital marketing templates. The new website brings the ecosystem to life through creative coding allowing endless iterations and interactions.