Committees | Events & Webinars | Digital & Social | ANA

Digital & Social

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HOUSEKEEPING & INTRODUCTIONS (11 – 11:10 a.m.)

MEMBER DISCUSSION: HOW MARKETERS ARE PIVOTING & PAUSING ON SOCIAL IN RESPONSE TO THE WAR (11:10 – 11:30 a.m.)

I. Learn How Creators Helped Archer Accelerate its National Rollout (11:30 a.m. - 12:15 p.m.)

One in five Gen Z adults identify as LGBTQ+ according to Gallup, yet there has been little innovation in the dating app space for queer men in more than a decade. Archer is Match Group’s latest venture, a social-first dating app for gay, bisexual, and queer men that creates a celebratory place designed with safety in mind. In this session, learn about the brand’s creator-fueled launch this summer which tapped Instagram and TikTok influencers for its go-to-market strategy.

Speaker:
Michael Kaye, 
Director of Brand Marketing & Communications, Archer

II. Maximizing Impact: Activating Brand-Building Campaigns with a Performance Mindset (12:15 p.m. - 1:00 p.m.)

Unleash the power of a performance-driven mindset in brand-building campaigns with BabyBjörn's captivating success story. BabyBjörn is a family-owned brand that is known worldwide for their quality baby gear. This year, the brand celebrated the 50th anniversary of their iconic baby carriers. Join Performance Marketing Manager, Morgan Graham, as she reveals how the team transformed a heritage campaign into a dual force of awareness and conversion utilizing media partners and traditional performance channels. Explore the strategies that seamlessly blend BabyBjörn's rich history with present innovation, forging lasting brand affinity.

Speaker
Morgan Graham, 
Performance Marketing Manager, North America, BabyBjörn