Brand Activation: Community, Innovation, & CGI - Presented by Inmar

Leah Marshall

Director, Influencer Marketing ANA

#SMORESSATURDAY

Social media provides tons of avenues to connect. But the truth is, people have never been more disconnected. This insight, coupled with the fact that “only 31% of Americans know their neighbors,” was the impetus for #SmoresSaturday. Hershey’s s’mores became the conduit for connecting family and friends in a more meaningful way – every Saturday. This session will show how Hershey’s not only turned an occasional treat into a ritual with #SmoresSaturday, but also inspired neighbors to become friends.

Jill Baskin

Chief Marketing Officer The Hershey Company

CONNECT WITH CONSUMERS THROUGH MESSAGING

91% of consumers are more likely to shop with brands that provide relevant offers and recommendations. Many marketers struggle with providing personalized experiences at scale, but that’s where conversational commerce can help. In this session, Inmar will share three ways you can use messaging to connect with consumers and drive results for your brand. You will learn how to use conversational commerce as a tool for virtual product consultations, driving product trial, and tying promotions to real-time events. 

Leah Logan

Vice President, Social Commerce Inmar Intelligence

HOW AMERICAN FAMILY INSURANCE WON BIG AS A CHALLENGER BRAND

In a category that spends over $3 billion annually reminding people what risks to avoid, American Family Insurance focused on inspiring, protecting and restoring your dreams. Learn how American Family Insurance, a regional challenger brand with a fraction of the media budget, gave people a new way to think about insurance. “With the right support, any dream is possible” celebrated community versus disaster, speaking to the positive outlook of their target market. The campaign, which leveraged partnerships with Spotify, Fatherly, The Players Tribune, and Derek Jeter, celebrated dads, born and chosen, as some of the best insurance. This session will highlight how a creative campaign focused on dreams not uncertainty and hopes for the future over fears won American Family Insurance a Silver REGGIE Award in the 2020 Challenger Brand category.

Sherina Smith

Vice President, Head of Marketing American Family Insurance

SOCIAL INFLUENCERS & THE NEW NORMAL

In the fast-paced, dynamic world of social media marketing, how have brands been working with influencers? Honda is quickly adapting how to leverage the power of influencers as audience consumption and messaging continues to dramatically shift during a time of unprecedented change. Join Honda’s Head of Social Media, Jessica Fini, to discuss the role of influencers in Honda’s social marketing and explore how the brand’s campaigns have evolved in a changing media environment.

Jessica Fini

Head of Automobile Social Media American Honda Motor Company, Inc.

HOW TURTLE WAX 'BROKE THE INTERNET' WITH INFLUENCER MARKETING

The Turtle Wax team will discuss how it proved that success is possible in a changing marketplace with the launch of their new Hybrid Solutions product line. In an industry first, Turtle Wax invited the widest array of auto appearance experts and social media influencers to an open product trial & brand immersion at the OTTO Car Club in Scottsdale, Arizona, ahead of SEMA. The Turtle Wax team will share a case study on their launch, the insights that guided them and the results of the campaign – which, in an article from high-profile automotive outlet, DriveTribe, said that they “Broke the Internet” with this launch.

Kelly Cagney

Director, Global Brand Strategy & Marketing Turtle Wax, Inc.

Leah Marshall

Director, Influencer Marketing ANA