Digital & Social
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HOUSEKEEPING & INTRODUCTIONS (11:00 a.m. ET)
MEMBER ROUNDTABLE & BREAKOUT DISCUSSIONS (11:05 – 11:30 a.m.)
I. Using the Power of Social to Transition the World’s Best-Selling Hiking Boot (11:30 - 12:15 p.m. ET)
The Merrell Moab 2 has been the steady leader of the hiking boot world for the past 15 years. Selling in the 40s of millions, it is the best-selling hiking boot around the globe. As the world transitioned more outside during a post-COVID reality, the Moab 2 transitioned to the Moab 3, causing initial outrage and nervousness from its loyal core consumer base. Merrell knew it needed to use the Moab 3 as an opportunity to connect with current buyers, but also to welcome newer, younger buyers into the brand. In this session, learn how Merrell introduced the Moab 3 to a younger consumer base and eased the nerves of Moab 2 lovers and friends with a paid and organic influencer social strategy to introduce the shoe no one knew they had been waiting for.
Speaker:
Jane Smith, Senior Director, Digital Marketing, Merrell
II. BeReal: What Brands Need to Know (12:15 - 1:00 p.m. ET)
BeReal is the hottest new social platform, known for reaching Gen Z and being ad-free. Learn how brands like Chipotle, e.l.f., Trident, Sour Patch Kids, and PacSun are creatively leveraging it to reach a younger audience. This session will overview the app and how it works, share its appeal and limitations for brands, offer case studies of how popular brands are activating on it, provide direction on how brands can get started with it, and share predictions for its future.
Speaker:
Christina Goswiller, Vice President, Group Director Social & Creative Strategy, Digitas