Influencer Marketing

HOUSEKEEPING & INTRODUCTIONS (11:00AM ET)
MEMBER ROUNDTABLE & BREAKOUT DISCUSSIONS (11:05 – 11:30AM ET)

I. H&R Block Gives Female Athletes "A Fair Shot" at Brand Deals (11:30am-12:15pm ET) 
Last July, the NCAA redefined college athletes’ ability to profit from their sports careers, unveiling a revamped policy allowing them to enter into paid brand sponsorships. Since then, a majority of deals have been with male stars. Out of roughly 55,000 collegiate athletes across more than 575 colleges and universities, male athletes currently make almost 72 percent of the total compensation from brand partnerships, leaving women with only 28 percent of this overall income. In this session, learn how H&R Block is trying to level the playing field with their new campaign, A Fair Shot, which commits $1 million to sponsor female athletes.

Speaker:
Angela Davied, Vice President, Corporate Communications, H&R Block  

II. Lessons From Brands That Stand Out on Social  (12:15-1:00pm ET)
From omnichannel activations to ambassador-led programs, this session will highlight brands that are creatively activating on social to drive outcomes and awareness with influencers. Learn lessons from:

• E.L.F.’s viral videos on TikTok, not just garnering views but also inspiring user-generated content
• Dr. Pepper’s activations across Twitch, Twitter, Instagram, and TikTok that allowed for strategic creator selection on the platforms they perform best on
• Fabletics ambassador program that allows for trials and testing before investing in influencers based on their performance

Speaker:
Amanda Sorenson, Vice President, Socialyte