Verizon Media has developed an advertising strategy, Amplify 360, that has proven extremely successful in global campaigns for brands such as EPOS, Polestar, P&G’s skincare brand SK-II, VELUX, and Volvo Trucks. Amplify 360 by Verizon Media operates in close partnership with clients and creative agencies and is a new enhanced orchestration and distribution offer rooted in GoViral, later BeOn, with earned media and viral at its core.
Many brands and creative agencies experience that their creative work is often limited to traditional media execution. However, meticulously and creatively orchestrated campaigns can boost their reach by maximizing the earned media value that comes from creating the right assets and placing them in the right context.
Amplify 360 by Verizon Media complements paid media and PR and operates between them as a three-level approach consisting of research, orchestration and execution. Research includes an extensive analysis that enables the campaign to tap into global conversations that already exist to generate more reach and better engagement. In orchestrating the campaign, the media plan needs to be tailor-made to use the media, platforms and channels that tell the story best.
Verizon Media has created an extensive network of O&O media, like HuffPost, TechCrunch, and Yahoo, as well as 3rd-party global partnerships - from Berlingske to the New York Times - to ensure the perfect match to any story and secure its viral spread. With Copenhagen and Stockholm as hubs for global campaigns, Verizon Media has delivered more than 200 activations across 25 markets within the last two years alone, including VELUX in the New York Times, SK-II on Yahoo!, and EPOS in South China Morning Post.
“We know how to navigate potential obstacles and manage different markets and stakeholders,” Rasmus Mikkelsen, Head of Activation & Strategy, Amplify 360, explains. “Amplify 360 masters a multi-market and multi-disciplinary approach that allows the client to have one point of contact while still having the entire wish-list checked for a successful campaign. It creates easy flow of information, mutual understanding, media synergy, better risk management and working towards a common goal - fundamental components to any great global campaign,” he adds.
“For advertisers to fully embrace, adapt and profit in the ever-changing media landscape, they need to have a more holistic approach to their media planning”, points out Jesper Laumand, Managing Director, Nordics & Netherlands, Verizon Media & Global Head of Amplify 360, and he continues: “If they want to profit from these new tendencies, they need to recalibrate their Media KPIs. Most media are still bought with reach as a primary focus and that limits a holistic approach, since quantity often overrides quality when it comes to reach and contact price points. In the worst case, it limits the actual effect of a given campaign. Moving the media spend focus from bought guarantees to earned exponential growth or earned media, will benefit most advertisers’ campaigns.”
Amplify 360 by Verizon Media is offered on a global scale from the Copenhagen office.