Digital & Social

I. HOUSEKEEPING & INTRODUCTIONS (11:00 - 11:10 a.m. ET)

II. MEMBER DISCUSSION (11:10 – 11:30 a.m.)
This interactive discussion will cover how marketers are thinking about social in Q2- where they’re investing and predictions for platform winners and losers. The discussion will kick off with POVs from Committee leaders representing several industries. Please plan to share your perspective and bring your questions for the discussion.

Discussion Leaders:
Brad Feinberg, VP Media & Digital, Molson Coors Beverage Company
Lauren Eiden, Manager − Social Media, United Airlines

III. How Ally is Changing the Game by Investing in Women's Sports (11:30 a.m. – 12:15 p.m.)
Learn how Ally is addressing the lack of support for women's soccer by committing to equal spending in media for women's and men's sports programming over five years, launching the "Watch the Game, Change the Game" campaign on the 50th anniversary of Title IX. Collaborating with the National Women's Soccer League (NWSL), CBS, and Twitch, they brought women's soccer to primetime, resulting in the most-watched NWSL Championship game with 1 million viewers and a 71% YoY increase. The campaign generated 65 million consumer impressions and over $7.5 million in earned media coverage, making a significant impact. Other entities, such as Turner Sports, were inspired to join the cause, closing an 8-year deal with the U.S. Women's National Team for match transmissions. In this session, hear the campaign’s successes in addition to the positive outcomes of investing in women's sports and encouraging girls and women to pursue athletics.

Speakers:
Stephanie Marciano, Head of Sports and Entertainment Marketing, Ally Bank
Leo Segura, Senior Strategy Director, EssenceMediacom
 

IV. How H&R Block is Creatively Reaching Gen Z (12:15 p.m. – 1 p.m.)
How do you reach the next generation of consumers in a way that makes them tune-in and not roll their eyes? Join H&R Block, a financial services brand with a 70-year resume and a brand relevance problem, to learn how they repositioned themselves and put a sigh-inducing topic like “taxes” on the cutting-edge of culture.

Speakers:
Carolyn Cohen, Senior Marketing Manager, H&R Block
Mikalah Ridling, Creative Strategy Lead, H&R Block