Tuesday, May 25, 2021
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11:00am - 11:06am
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WELCOME REMARKS
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Kristi Daraban
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Associate Vice President, Social Media
Nationwide
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11:06am - 11:24am
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OPENING REMARKS
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Bill Duggan
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Group Executive Vice President
ANA
View Video and Presentation
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11:24am - 12:03pm
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HOW THE NATION'S LARGEST LENDER WON THE SUPER BOWL
Hear from the CMO of Rocket Mortgage, Casey Hurbis, on how Rocket brought not just one, but two Super Bowl commercials to life this year, and landed the top two rankings on USA Today's Ad Meter. Casey will touch on the power of influencers for Rocket Mortgage, and how their in-house agency team leverages them to amplify the nation's largest mortgage lender’s brand.
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Casey Hurbis (@ CaseyHurbis)
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Chief Marketing Officer
Rocket Mortgage
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12:03pm - 12:31pm
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CALLING ALL CLASSICS: HOW AUTHENTICITY INFLUENCES CROCS' AMBASSADOR STRATEGY & DRIVES RESULTS
From celebrity partners and traditional influencers to employees and everyday brand fans, Crocs has weaved a rich tapestry of ambassadors to broaden awareness for its iconic footwear and transform brand relevance into resonance. Despite sometimes vast differences in audiences and followings, this influencer model is rooted in a belief that authentic relationships drive engagement and genuine content inspires action. During this session, SVP & CMO Heidi Cooley will discuss how Crocs has evolved its influencer marketing journey, unlocking strategic relationships to tell meaningful stories and drive business results.
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Heidi Cooley
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Chief Marketing Officer
Crocs
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12:31pm - 12:41pm
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SESSION BREAK 1
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12:41pm - 12:59pm
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HOW SEPHORA INFLUENCES BEAUTY WITH #SEPHORASQUAD
Since 2019, the #SephoraSquad has distinguished itself as an influencer community known for celebrating authenticity, unfiltered storytelling, and diverse, disruptive points of view. In this session, Sephora’s VP of Content Strategy will share how Sephora initially approached #SephoraSquad influencer selection and evolutions to the selection process since the program’s inception to ensure Sephora’s diverse client base continues to be represented and celebrated. You’ll also learn about the benefit to “always-on” influencer programs like #SephoraSquad, how Sephora’s influencer content strategy evolved to meet customer habit changes due to COVID, how Sephora approaches influencer measurement and representation, and what’s next for #SephoraSquad.
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Emmy Berlind
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Vice President, Content Strategy and Owned Brands
SEPHORA
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12:59pm - 1:39pm
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A MATCH MADE ON TIKTOK: CAMPAIGN COLLABS THAT WORKED
TikTok Creators are the real brand MVPs: They power media success for brands every day on TikTok with video campaigns that consistently outperform our platform benchmarks — giving In-Feed campaigns double the view-through rate and engagement compared to other videos on our platform. In this session, we'll talk to the creators responsible for some of these top-performing In-Feed campaigns to dish on what made their brand collaborations so successful — from how they were briefed to how they developed their ideas — and share how other brands can find the same success with a Creator collaboration on their next TikTok campaign.
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Dustin Goot
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Head of Creator Solutions
TikTok
Nathan Davis Jr.
TikTok Influencer, Actor, Singer-Songwriter
TikTok Handle: nathandavisjrndj
Zachariah Porter
TikTok Influencer
TikTok Handle: zzzachariah
Kris Collins
TikTok Influencer
TikTok Handle: kallmekris
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1:39pm - 1:44pm
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GUIDED CREATIVITY MEDITATION
There is a meaningful relationship between meditation and creativity. Join Influencer Marketing Conference attendees for this special guided meditation on creativity, powered by Headspace. To learn more, visit: https://www.headspace.com/meditation/creativity
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Morgan Selzer
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VP Content
Headspace
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1:44pm - 2:18pm
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USING STORYTELLING AND TALENT PARTNERSHIPS TO CREATE SOCIALLY EFFECTIVE CONTENT
Recently named one of Fast Company's Most Innovative Companies for Social Good, Headspace, a global leader in meditation and mindfulness, has become a vital resource for dealing with pandemic stress and staying centered amid a challenging time in history. Since its inception in 2019, Headspace Studios has launched several successful podcasts surrounding health and wellness, animated shorts in collaboration with Sesame Street, a Netflix series titled "Headspace Guide to Meditation," a partnership with LOL! Studios and Kevin Hart, and most recently released the “Music on My Mind” YouTube series with Headspace’s Chief Music Officer, John Legend.
Morgan Selzer, VP of Content at Headspace Studios, is constantly finding new ways to make mindfulness more approachable and accessible through the multi-platform production studio within Headspace. In this session, Selzer will dive into how Headspace Studios utilizes storytelling and strategic talent partnerships to create content that is both entertaining and socially effective.
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Morgan Selzer
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VP Content
Headspace
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2:18pm - 2:28pm
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SESSION BREAK 2
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2:28pm - 3:04pm
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LG MAKES LAUNDRY DAY FUN AGAIN WITH INFLUENCERS IN "BABY, I GOT YOUR LAUNDRY"
LG has enjoyed critical success in the laundry home appliance category, leading some of the most innovative technology in this space. However while machines get larger, faster, smarter and more technologically advanced, the age-old perception of laundry has remained relatively unchanged - laundry is a chore, laundry is a bore. But LG changed this consumer perception with a breakthrough campaign around the new LG WashTower launch in Q4 last year. Learn the critical role influencers and content creators played in spreading the word, getting consumers involved and helping LG completely reframe how consumers feel about something they rarely want to think about.
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Gail Conroy
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Senior Director, Marketing Home Appliances
LG
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3:04pm - 3:39pm
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FROM ATTENTION TO INTENTION: BUILDING MORE TRUST & CREDIBLE CONNECTIONS WITH THE HELP OF TECHNOLOGY
Influencer marketing has seen an undeniable surge over the last 12 months, as people continue to crave engaging brand experiences and digital content that feels connected to their own lives. But a lot has also been said about the, still, untapped potential of influencer marketing, and how the industry needs to focus on turning mass attention into real intention – and this starts with trust and credibility. In this session, led by emerging influencer marketing platform, Koalifyed, and P&G Beauty Chief Communications Officer and industry thought leader, Kelly Vanasse, we’ll dig into how the right strategy, the right partnerships and the right technology that can elevate and strengthen relationships across all stakeholders can ultimately drive more intention and outcomes from influencer marketing.
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Charles Hu
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CTO & PARTNER
Koalifyed
Kelly Vanasse
CCO/SVP
P&G Beauty, Grooming & Health
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3:39pm - 4:16pm
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LEXUS INFLUENCERS ENGAGE YOUNG & FIERCELY AUTHENTIC CUSTOMERS
As a way to reach a young customer base, Lexus’ latest sport sedan campaign features eight micro-influencers, all committed to their unique passions. Several introduce themselves by the names they’ve earned, be it sneakerhead, gamer or audiophile. Others depict just how far they will go to pursue the passions that define them. Learn how this campaign celebrates the shared passion of their target consumers for going all in on their unique hobbies and interests and the brand's authentic commitment to create an all-in sport sedan.
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Mia Phillips
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Advertising Sr Manager
Lexus
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4:16pm - 4:21pm
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CLOSING REMARKS
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Kristi Daraban
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Associate Vice President, Social Media
Nationwide
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Wednesday, May 26, 2021
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11:00am - 11:08am
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OPENING REMARKS
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Kristi Daraban
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Associate Vice President, Social Media
Nationwide
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11:08am - 11:34am
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OLAY'S TRANSFORMATION: THE INFLUENCER EFFECT
Moving from 7 years of decline in the business to winning with Millennial consumers, Olay utilized influencers to solve a business problem by driving relevance and consideration for the brand. Olay redefined its Influencer strategy, pivoting away from quantity to focus on quality. They partnered with fewer, stronger Influencers, forming deep relationships and strengthening authenticity and storytelling with their audiences. Eric Gruen, NA Olay VP, will share more about this approach, as well as how Olay is integrating STEM role models into their Influencer strategy to reach their goal of doubling the number of women in STEM careers by 2030.
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Eric Gruen
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VP, North America, Olay
Procter & Gamble
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11:34am - 12:11pm
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MAXIMIZING RELATIONSHIPS WITH INFLUENCERS TO DRIVE RELEVANCE
Whether partnering with a global celebrity or emerging influencers, the OREO brand nurtures influencer relationships to be ahead of and part of the cultural zeitgeist. In this session, Justin Parnell, Senior Director, OREO at Mondelez International, will share how the 100-year-old cookie brand drives engagement & buzz, elevates campaign messaging and maintains relevance as social dynamics and consumer bases continue to grow, evolve, and transform.
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Justin Parnell
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Senior Director, OREO
Mondelēz International
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12:11pm - 12:51pm
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TECATE: REDEFINING WHAT IT MEANS TO BE UNAPOLOGETICALLY MEXICAN-AMERICAN
Learn how the iconic Mexican beer brand, Tecate, was repositioned to appeal to the new generation of Mexican Americans. Join Oscar Martinez, Marketing Lead on Tecate at Heineken, to hear how they tapped into the insight that being Mexican American is about being 200% you: 100% Mexican and 100% American. In this session, learn how through a deep connection with influencers and change-makers in Mexican-American in culture ranging from music to sports, Tecate drove consumer engagement and ultimately recruited the next generation of Mexican-American beer drinkers.
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Oscar Martinez,
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Senior Brand Director, Tecate
Heineken USA
View Video and Presentation
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12:51pm - 1:01pm
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SESSION BREAK 1
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1:01pm - 1:36pm
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THE BOTTOM-LINE VALUE OF DIVERSE AND INCLUSIVE INFLUENCER MARKETING
People expect more from their favorite brands. Sure, they want quality, value, and a good experience, but they also want brands to support diversity, equality, and sustainability—beyond mere policies and promises. In this session, Sinead will discuss the opportunity brands have to meet this demand through the power of Influencer Marketing. Through a mix of new consumer research and a fresh new case study, she will discuss how:
- Diverse and inclusive Influencer Marketing programs drive improved engagement
- Social responsibility enables connection with previously unreached audiences
- Reflecting the diversity of your customers supports long-term loyalty
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Sinead Norenius-Raniere
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Vice President, Influencer Marketing & Paid Social
Valassis
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1:36pm - 2:16pm
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HOW TO GO BEYOND ORGANIC WITH INFLUENCERS
Influencers are proven to drive impact and results. However, leveraging influencers for posts on their own social channels is just the tip of the iceberg. Influencers are not just a marketing tactic, they are people and highly talented content creators. In this session, hear how to leverage influencers beyond their feeds to add value across paid media, online commerce, sweepstakes, ongoing ambassador relationships and more. Denise will provide examples of how this came to life in Bayer Consumer Health brand Midol's Cycle Diaries. Walk away with not just insights on how to take your influencer marketing to the next level, but also the questions to ask to help you get started.
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Denise Vitola (@denisevitola)
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VP of Consumer Health Comms for North America
Bayer
View Video
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2:16pm - 2:56pm
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LEVERAGING TIKTOK INFLUENCERS TO GENERATE MASSIVE VIRALITY
When it comes to branded TikTok challenges, influencers are a huge part of the equation for generating virality. Not only do influencers carry influence, but they help model TikTok challenges and encourage participation. Join Julie Roy, Interim CMO at DSW, and Geoffrey Goldberg, co-founder and CCO of Movers+Shakers creative agency, for an exploration of best practices when working with TikTok influencers. They’ll also cover how DSW leveraged TikTok influencers to generate massive virality and participation, driving brand awareness and brand love.
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Julie Roy
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Interim CMO
DSW
Geoffrey Goldberg
Chief Creative Officer and Co-Founder
Movers+Shakers
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2:56pm - 3:06pm
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SESSION BREAK 2
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3:06pm - 3:46pm
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WHICH DATA POINTS MOST MOVE THE NEEDLE ON INFLUENCER CAMPAIGNS?
Technology allows us to measure and track influencer data like never before, but which data points matter the most when choosing brand partners & advocates? Kelsey Formost, Director of Content Strategy at leading Influencer Marketing platform Tagger Media, is talking through the 5 data points that move the needle most when it comes to influencer marketing: what they are and where to find them, plus how to measure (and repeat!) campaign success.
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Kelsey Formost (@KelseyFormost)
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Director, Content Strategy
Tagger Media
Jenny Heinrich (@jennyheinrich)
Senior Partner, Global Digital + Influencer Strategy
Finn Partners
View Video and Presentation
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3:46pm - 4:26pm
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INFLUENCER CONTRACT MUST-HAVES
Whether you are engaging a nano, micro, macro or celebrity influencer, it’s critical to have a solid contract to govern the relationship and protect your brand. In this session, Frankfurt Kurnit Klein & Selz partners will cover the “must haves” for every influencer contract. They’ll also touch on the new SAG-AFTRA Influencer Agreement and the Influencer Waiver under the SAG-AFTRA Commercials Contract and unpack the implications of these new agreements for the future of influencer marketing.
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Hannah Taylor
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Partner, Advertising, Marketing & Public Relations Group
Frankfurt Kurnit Klein & Selz
Brian Murphy
Partner
Frankfurt Kurnit Klein & Selz
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4:26pm - 5:00pm
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HOW INFLUENCERS HELPED NEW YORK #FIGHTCOVIDNYC
Leaning on influencers as a marketing tactic was a first for NYC Health + Hospitals, which operates all 11 New York public hospitals and more than 70 community clinics in New York City as well as hundreds of COVID-19 testing and vaccination sites. As part of a public awareness campaign to reach younger audiences and the communities hardest hit by COVID-19, 25 influencers and celebrities with combined social communities of over 9 million followers were brought in, with the goal of encouraging New Yorkers to get tested often. Combating skepticism and misinformation around COVID-19 testing, this influencer marketing greatly raised awareness for the importance of testing in combating the deadly virus and in 2020, NYC Health + Hospitals delivered more than 3.8 million COVID-19 tests. Learn firsthand how NYC Health + Hospitals supplemented traditional advertising with influencers ranging from ballerina, Misty Copeland, actor John Leguizamo, singer Nick Tangorra, rapper Fat Joe, Miss USA 2019 Cheslie Kryst, drag queens Pixie Aventura and Monet X Change and even Maltese dog influencers, among others. In this session, you’ll hear how NYC Health + Hospitals was able to connect with diverse audiences through trusted messengers they actively follow to incentivize action for the public good.
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Carmen Boon (@carmeneboon)
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Senior Director of Strategic Communications
NYC Health + Hospitals
View Event Recap and Related Materials
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5:00pm - 5:05pm
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CLOSING REMARKS
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Kristi Daraban
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Associate Vice President, Social Media
Nationwide
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