Brand Activation: Maximizing Influencer Marketing During COVID-19

Leah Marshall

Director, Influencer Marketing ANA

INFLUENCERS: EPIC RESET AND REFRESH MOMENT

While 2020 basically uprooted your marketing plans, the silver lining is that you now have a moment to build in flexibility for the future. And influencer marketing may play a key role: ramping and speeding up message ideation, making media investments go further, and moving consumers from social media timelines and streaming videos to a full shopping carts. This session will provide insight and inspiration from several case studies of brands that successfully shifted toward being faster, more efficient and flexible with influencer marketing, moving beyond awareness campaigns and toward campaigns that perform.

Sinead Norenius-Raniere

Vice President, Influencer Marketing & Paid Social Valassis

EMPATHY, STORYTELLING & INFLUENCING MILLENNIAL FAMILIES

Millennial parents are looking for true, authentic storytelling and prefer brands that align with their values. Storytelling creates empathy and connection, what millennials are looking for from brands. This session will explore how influencer marketing can provide “real and organic” connection and the importance of a great content angle and providing the influencer direction that still leaves room for personal style and creativity. 

Christina Soletti (@ergobaby)

Director of Community Ergobaby

LIONS, TIGERS, TROLLS, AND MOVIE NIGHTS: HOW SOCIAL LISTENING INFORMS INFLUENCER CAMPAIGNS

Now, more than ever, parents are looking for ways to connect as a family and also keep their children entertained. There was a 51 percent increase in social conversations surrounding ‘Activities for Children’ as parents faced the challenge of shuttered schools and daycares due to COVID-19. This insight led to NBCUniversal pivoting the launch of their latest movie releases to focus on how their films can be a way for families to connect and create special moments at home. This session will show how social listening insights affected NBCUniversal’s campaign strategy and how you can use similar insights to inform your influencer campaigns.

Sarah Hughes

Product Marketing Manager Inmar Intelligence

BRANDS’ LEGAL OBLIGATIONS WHEN USING INFLUENCERS

The Federal Trade Commission’s (FTC) recent actions suggest that influencers’ failure to disclose their relationships to the brand and make unsubstantiated claims on social media are pervasive and persistent issues. Brands can also be held liable for the acts of their influencers (and/or the advertising agencies working on their behalf.) This session will provide a primer on influencer disclosure requirements, related legal obligations directly applicable to brands, and what brands can do within their own organization to limit liability from influencer partnerships.

Brittany Juliano

Senior Digital Marketing Specialist ECCO USA

ARE IMMERSIVE EXPERIENCES STILL POSSIBLE DURING A PANDEMIC?

HBO’s program marketing team leaned into innovative thinking and classic Hollywood storytelling to promote their award winning content. Changing times shouldn’t mean sacrificing what marketers have proven to create movements. Integrating influencer and experiential strategies enabled HBO’s marketing team to successfully launch a new show when the industry landscape was in a truly new territory.

Alex Diamond (@diamondae7)

Director, Consumer Marketing HBO