Thursday, October 12, 2023
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9:00am - 9:45am
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BREAKFAST
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9:45am - 9:55am
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OPENING REMARKS
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Ramon Jones
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Chief Marketing Officer and Executive Vice President
Nationwide
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9:55am - 10:30am
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USING INFLUENCERS & A JINGLE TO LAUNCH A HERITAGE BRAND ON TIKTOK
Nationwide has an iconic jingle that was a natural fit for TikTok’s music-centric platform. Knowing the jingle has historic roots, they wanted to make a splash featuring their artist and musician partners along with influencers, sports talent, and even their own employees. Learn how the brand tapped celebrities from Peyton Manning and Brad Paisley to HER to lead their strategy.
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Dace de la Foret
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Director of Social Media
Nationwide
Nilam Patel
Social Media Influencers and Ambassadors
Nationwide
Megumi Robinson
Vice President
Belle Communication
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10:30am - 11:05am
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HOW MEOW MIX LEVERAGED INFLUENCERS TO BRING A CLASSIC BRAND INTO CULTURAL RELEVANCE
This ain’t no lie: the ‘90s heartthrob JC Chasez partnered with Meow Mix to record a purrfect remix of the brand’s iconic jingle. Launched during America’s Got Talent, Meow Mix’s TV commercial featured the Tabby 5, a cat boy band fronted by Chasez. The ad marked the latest iteration of the Meow Mix ReMix campaign, which reimagines the brand’s iconic tune in a wide range of musical genres, showcasing that cats don’t all sing the same song, but they all “ask for Meow Mix by name.” Learn how Smucker promoted the campaign across TikTok, including through a Q&A video with Chasez and a TikTok duet video where he invited his followers to sing along.
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Megan Stinn
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Lead, Social Strategy and Activation, Pet
The J.M. Smucker Co.
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11:05am - 11:25am
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NETWORKING BREAK
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11:25am - 12:00pm
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HOW INNOVASIAN HARNESSES CREATORS TO ACCELERATE SOCIAL GROWTH
Hear how InnovAsian cuisine propelled massive, sustainable social growth by assembling social creators to supplement their influencer strategy when social algorithms demanded video-first lifestyle content. Attendees will leave armed with a deeper understanding of the creator economy, how to create trending social content, and how to make your budget work harder.
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Amy Cotteleer
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Chief Experience Officer
Duncan Channon
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12:00pm - 12:35pm
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HOW INFLUENCERS CAN FUEL THE FULL CUSTOMER JOURNEY
Church & Dwight’s CPG brands include ARM & HAMMER, OxiClean, Trojan, and ZICAM. In this session, hear from their Director of Digital Strategy on how the almost 200-year-old brand has tapped partnerships with influential creators to integrate their brands into relevant conversations, capitalize on unexpected opportunities to connect with new audiences, and build strong community bonds to create lasting business impact. You’ll also learn how marketers can utilize influencers in the full customer journey.
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Tiffany Pegues
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Director of Digital Strategy
Church & Dwight
Chloe Parsons
Director, Social Content and Engagement Strategy
Razorfish
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12:35pm - 1:35pm
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NETWORKING LUNCH
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1:35pm - 2:10pm
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INFLUENCER CONTRACTS & PAY CONSIDERATIONS
In a landmark study, “Time to Face the Influencer Pay Gap,” MSL Group uncovered a 29 percent racial pay gap between white and BIPOC (Black, Indigenous, and People of Color) influencers. The gap widens to 35 percent when comparing White and Black influencers’ compensation. And yet, the media value Black creators generate for advertisers often outpaces that of their non-Black peers. According to a June 2023 Nielsen report, in the lifestyle category which makes up 40 percent of paid advertising opportunities, Black creators generate 10.5 times higher media value. Black creators possess immense cultural influence and the ability to deliver strong ROI for brands, but their remuneration lags behind their non-Black counterparts. To address this, the ANA, the 4A’s, and the PR Council have partnered together to create Influencer Pay Equity Guidelines to support marketers committed to ensuring that the influencers they work with are being compensated and treated equitably. In this interactive session, you’ll be led through considerations that touch on campaign planning, contract negotiation, usage terms, content approval, and payment.
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Abby Papenfus
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Director, Growth + Strategy
Belle Communication
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2:10pm - 2:45pm
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FROM IRL TO URL: DRIVING CURRENCY & CONVERSATION WITH CREATORS
Gen Z has brought internet culture into the mainstream. Today, internet culture is pop culture, and it influences every aspect of our lives. Find out how two very different brands, Mars Wrigley and seller of photography and videography gear MPB leveraged trusted creators to engage with Gen Z audiences in real life at Vidcon through custom experiences, while also bringing the brand experience to their followers on social with custom content.
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Dan Sykora
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Vice President, Creative+
Paramount
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2:45pm - 2:55pm
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