Digital & Social, West Coast Chapter

NETWORKING BREAKFAST (9:00 – 9:45AM)
INTRODUCTIONS & FIRESTARTER SESSION (9:45 – 10:00AM)
One of the benefits of ANA Committees is the ability to share and learn from fellow marketers in a “closed door” environment and to leverage and share knowledge and insights with marketing peers.  Often times, many marketers have similar challenges in areas like measurement, content marketing, digital advertising, social media best practices, walled gardens, working with influencers, programmatic, how to tap into new technologies like VR, AI, and AR, agency management, etc.  In this session, we will ask members to share 1-2 “hot topics” or key areas of focus/challenge in the digital & social space as a way to facilitate more one-to-one networking between members with similar challenges during coffee breaks and lunch.  

I. HOT WHEELS: KEEPING A 50 YEAR OLD BRAND RELEVANT AND COOL WITH SOCIAL MEDIA CONTENT AND INFLUENCERS (10:00 – 10:45AM)
In 1968, Hot Wheels revolutionized play with the first toy cars that not only looked great but also performed better than anything else out in the market. 50 years and many generations later, the brand is bigger than ever. With continuously changing trends and consumer behaviors, and a fast evolving media environment, it's more challenging than ever for a heritage brand to remain relevant and top of mind. A unique approach to engaging and building partnerships with creators have driven significant growth for Hot Wheels on YouTube and made the brand cool among the cool kids. In this session, Mattel will share insights on this campaign.

Speaker:
Ricardo Briceno, Sr Marketing Director / Head of Brand Marketing, Hot Wheels - Mattel

II. QDOBA MEXICAN EATS: 2018 NATIONAL AVOCADO DAY DIGITAL CASE STUDY (11:00 – 11:45AM)
QDOBA Mexican Eats, the second largest fast-casual Mexican food brand in the U.S., has more than 750 restaurants located across the U.S. and in Canada. Committed to using quality, freshly-prepared ingredients, the brand makes a range of menu items in its restaurants’ kitchens daily. Guests are encouraged to experience QDOBA’s delicious flavor by enjoying one of the brand’s signature entrées or by customizing their burritos, tacos, burrito bowls, salads, quesadillas, nachos and tortilla soup to fit their personal tastes. In this session, QDOBA Mexican Eats will share a digital case study on their 2018 National Avocado Day campaign.

Speaker:
Christian Deleon, Social Media Manager – QDOBA Mexican Eats

LUNCH (11:45AM – 12:30PM)

III. PETCO: NUTRITION MARKETING CAMPAIGN CASE STUDY (12:30 – 1:15PM)
Petco is a leading pet specialty retailer with more than 50 years of service to pet parents. Everything they do is guided by their vision for Healthier Pets. Happier People. Better World. They operate more than 1,500 Petco and Unleashed by Petco locations across the U.S., Mexico and Puerto Rico; complete pet care services and veterinary advice through PetCoach; and Petco.com. In this session, Petco will share insights from their nutrition marketing campaign case study.

Speaker:
Alysa Frost, Manager, Go-to-Market Strategy – Petco

IV.FARMERS INSURANCE: OVERCOMING THE AD-BLOCKER WALL WITH A WINNING CONTENT STRATEGY (1:15 – 2:00PM)
Thirty percent of Americans use ad-blockers, which means effectively connecting with consumers remains a challenge. To overcome these digital barriers and deepen engagement, Farmers became an early adopter in large-scale native advertising and has launched a content marketing strategy that’s driving awareness, acquisition, and retention. Review case studies and gain insights on how this soft-sell, journalistic approach can improve your brand’s effectiveness.  Successes and challenges aligning measurement with business metrics will also be discussed.

Speaker:
Beth Traglia, Director, Digital Content Marketing and Social Media - Farmers Insurance

V. MEMBER ROUNDTABLE DISCUSSION (2:00 – 2:30PM)
In this session, we will open up the discussion to talk about issues facing members and build upon those topics to explore in future meetings.

Facilitator:
Beth Traglia, Director, Digital Content Marketing and Social Media - Farmers Insurance