Influencer Marketing @ Nickelodeon

Paul Kontonis

Chief Marketing Officer WHOSAY/Viacom Ad Solutions

HOW BARBIE PARTNERED WITH DISABILITY ACTIVIST JORDAN REEVES ON AN INCLUSIVE DOLL

We often think of influencers as Instagrammers with millions of followers and picture-perfect photos. In this session featuring Barbie’s Director of Global Marketing, learn how influencers can be powerful consumer advocates and have an impact on the products brands bring to market.  You’ll learn how social listening allowed Barbie to keep their fingers on the pulse of customer sentiment, expand their product line while serving an unmet marketplace need, and how, in partnership with a consumer advocate, they were able to meaningfully advance their brand purpose.

Katharine Buford

Director, Barbie Global Marketing Mattel

IF YOU CAN'T BE FIRST, BE DIFFERENT

While those other brands primarily focus on marketing with famous athletes, rappers and celebrities, K-Swiss noticed a change in the marketplace. Today’s next generation doesn’t just aspire to be famous, they want more. To be an entrepreneur. The CEO. Their own boss. In this session, learn how a 50 year-old American heritage tennis brand reinvented itself, carving out its own lane by releasing the first ever signature sneaker designed by celebrity entrepreneur Gary Vaynerchuk for entrepreneurs and esports lovers.

Brian Keating

Vice President, Product Design K-Swiss

DEVELOPING AWARD-WINNING, HIGH ROI INFLUENCER CAMPAIGNS

During this presentation, mega-influencer Collins Key will share how he and AT&T created an award-winning campaign that not only reached the brand's target demographic but engaged them in a way that drove positive ROI for AT&T. The campaign included a highly connected, social media scavenger hunt throughout Los Angeles. With AT&T capabilities, Collins was able to stay connected to new and existing fans in ways previously thought impossible, bridging the gap between the digital screen, Collins’ social media fan base, and pulling his community straight into the heart of the action. The ROI exceeded expectations: 31 million views, 111 million impressions, 2 million engagements, and earned awards ranging from an Adweek ARC and a Streamy to a Shorty and a Cannes Lions. 

Collins Key

Award-winning creator - 3B+ views, 20M+ followers, 120M+ monthly views The Collins Key Company

INFLUENCING LATINOS

In this session, learn a new approach to effectively target the most influential consumers in America, Latinos. Beatriz Acevedo, Emmy Award winner and influencer, and Maiah Ocando, actress and influencer, will share shocking statistics that impact every brand that uses influencers to drive awareness.  Beatriz and Maiah will discuss the ROI of targeted campaigns and the results for brands like Delta, Best Buy, Google Home and more.  

Maiah Ocando

DRIVING MILLENNIAL ENGAGEMENT: HOW ACURA TURNED GIF STICKERS INTO 100M+ VIEWS

To break through to a target millennial audience that is famously resistant to traditional advertising, Acura created the first-ever Instagram Sticker Car Configurator in collaboration with influential GIPHY artists. The campaign was a success on all the metrics traditionally used for social content, and the branded content accumulated more than 100 million organic views on GIPHY, the platform of choice for animated stickers.  As a luxury brand, Acura has well-developed brand and style guidelines, but the success of this campaign came from breaking the rules.  This session will take you behind the scenes of “ILX Sticker Builder” and demonstrate how Acura and MullenLowe collaborated with unexpected influencers (GIPHY artists) to drive engagement among millennials. 

Jessica Fini

Head of Social Marketing American Honda Motor Co.

WINNING AT INFLUENCER MARKETING: A GAME SHOW

How well do you know influencer marketing? Test your knowledge with our expert contestants as they answer questions about the scale, distribution and effectiveness of influencer marketing based upon recent industry data. Audience participation is encouraged and winners will win complimentary tickets to VidCon 2019.

Host: Paul Kontonis

Chief Marketing Officer WHOSAY/Viacom Ad Solutions