Digital & Social, West Coast Chapter

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NETWORKING BREAKFAST (9:00 – 9:45AM)
INTRODUCTIONS & FIRESTARTER SESSION (9:45 – 10:00AM)
One of the benefits of ANA Committees is the ability to share and learn from fellow marketers in a "closed door" environment and to leverage and share knowledge and insights with marketing peers. Often times, many marketers have similar challenges in areas like measurement, content marketing, digital advertising, social media best practices, walled gardens, working with influencers, programmatic, how to tap into new technologies like VR, AI, and AR, agency management, etc. In this session, we will ask members to share 1-2 "hot topics" or key areas of focus/challenge in the digital & social space as a way to facilitate more one-to-one networking between members with similar challenges during coffee breaks and lunch.


I. UNDER ARMOUR: ENGAGING AUDIENCES IN MODERN MARKETING TODAY VIA THE SECOND SCREEN (10:00 – 10:45AM)
Within the roster of brands continually testing new creative and ad formats, Under Armour is using its understanding of social platforms and target user demographics as its springboard. Whether it is creating branded Lenses or games through Snapchat, product releases via drone drops or branded trivia games that are activated in real-time, Under Armour's second screen strategy engages, entertains and connects with consumers in ways that are delivering memorable brand awareness during key sporting moments that are easy to get lost in. Hear from Under Armour and digital agency partner, RED Interactive, on how they use their understanding of the brand's target audience, and use of technology to create these one-of-a-kind branded experiences for consumers, brands and fans alike.

Speakers:
Jack Daly, Senior Director, Consumer Engagement – Under Armour
Roni Sebastian, Executive Creative Director – RED


II. 20th CENTURY FOX: HACKING MEDIA & SOCIAL TO CREATE HOLLYWOOD HITS  (11:00 – 11:45AM)
Scott Bishoff, Vice President Digital Media and Noah Young, Vice President Digital Marketing and Strategy at 20th Century Fox, share examples of how Hollywood is on the cutting edge of media & social platform innovation to grow its fan base. Together with Jason Steinberg of AvatarLabs they will discuss how Fox used data driven insights to subvert norms and raise consumer awareness to create blockbusters hits. With a deep dive into Deadpool 2. Scott, Noah and Jason will share how to identify which platform innovations are right for your brand, and how to take calculated risks on unproven media investments, and why you should.

Speakers:
Scott Bishoff, Vice President Digital Media - 20th Century Fox
Noah Young, Vice President Digital Marketing and Strategy - 20th Century Fox
Jason Steinberg, Vice President of Strategy – AvatarLabs


LUNCH (11:45AM – 12:30PM)


III. KEEN: CREATING AUTHENTIC ONLINE CUSTOMER EXPERIENCES (12:30 – 1:15PM)
KEEN is a values led, independently owned outdoor footwear brand with a mission to responsibly create original and versatile products, improve lives, and inspire outside adventure. Founded in 2003, KEEN ignited a revolution in the footwear industry with the introduction of the Newport sandal, launching the concept of Hybrid footwear into the market and setting KEEN on a path of driving consistent product innovation that exists today. In this session, hear from John Evons, Vice President of Global Direct-to-Consumer at KEEN who will share the recent digital transformations for KEEN and how the brand bridged the gap between purpose and product to create humanized online experiences.

Speakers:
John Evons, Vice President of Global Direct-to-Consumer - KEEN
Matt Faulk
, Chief Executive Officer & Founder - BASIC



IV. MEMBER ROUNDTABLE DISCUSSION: EFFICIENCY AND EFFECTIVENESS OF SOCIAL ADVERTISING (1:15 - 2:00PM)
In this session, we will open up the discussion to talk about the efficiency and effectiveness of advertising on social platforms like Facebook, Twitter, and Instagram and issues facing members and build upon those topics to explore in future meetings.

Facilitator:
Christine Morrison, Director of Marketing, Social – Intuit & ANA Digital & Social, West Coast Chapter Committee Chair