Influencer Marketing: Tapping Trends & Culture to Connect with Consumers (In-Person Only)

WELCOME REMARKS & INTRODUCTIONS

Leah Marshall

Senior Director, Influencer Marketing ANA

CRAFTING AUTHENTIC BRAND PARTNERSHIPS: THE POWER OF COMMUNITY, ENGAGEMENT, & LEVERAGING BRAND HERITAGE FOR IMPACT

In an increasingly digital world, the role of influencers in shaping consumer perceptions and driving engagement has become more dynamic than ever. In this presentation, learn how Guinness OGB approaches the creation of content through impactful partnerships that reflect the essence and authenticity of the brand heritage and culture. Discover how this approach provides significant runway for Guinness’s to highlight specific initiatives that resonate with consumers, emphasizing the importance of community and fostering meaningful engagement.

Ryan Wagner

Head of Marketing, Guinness Open Gate Brewery Diageo

UNLEASHING THE POWER OF GEN ZALPHA IN MARKETING & INNOVATION

This spring, Claire’s launched The Collab, a bold evolution of its desire to empower consumers and invite them into the center of the brand to highlight their voices, talents and creative expression for all to experience. In this session, explore the strategic integration of younger creators, harnessing their fresh perspectives, digital prowess, and cultural influence to shape the future of the Claire’s brand through the lens of the generations at the heart of it.

Meghan Hurley

Vice President, Global Brand Marketing Claire's

BRINGING ROI TO THE CREATOR MARKETING SPACE

In this session, you’ll gain insights into how Uber leverages creator content for media campaigns that authentically capture the brand's essence and reach its target audience. Learn about the different uses for performance-driven influencer content and traditional creator content- where these two types overlap and where they differ. Additionally, the speakers will dive into global localization and how to adjust content to resonate with different audiences across the world while still maintaining a consistent brand image.  And they’ll offer insights into optimizing performance assets for maximum impact across various platforms. 

Matt Yager

Senior Manager - Performance Marketing Creative Optimization Uber

NERDS BIG GAME RECIPE

Want to know what it was like to work on a Big Game activation? In this session you’ll find out what went into NERDS first ever big game approach that paired an iconic brand with Gen Z icon Addison Rae. From ideation to lessons learned, you won’t want to miss this behind the scenes reveal.

Brian Camen

Senior Director, Media, Content & Public Relations Ferrara Candy

USING MICRO-INFLUENCERS TO CONNECT WITH NICHE AUDIENCES FOR LOWER-FUNNEL ROI

The influencer industry stands at $24B and continues to grow. Still, brand marketers are finding that finance and legal teams are slow to accept influencers and need to see tangible value before seriously investing. In turn, 2024 is becoming a test-and-learn year for many brands who are still dipping their toes into the world of influencers. Ortho, a ScottsMiracle-Gro Brand, sought to test influencers' ability to reach a niche audience in select regions. Through a pilot micro-influencer campaign, the brand drove meaningful product awareness, engagement, and website traffic in priority markets. The test inspired internal buy-in across functions and paved the way for future campaigns. In this session you’ll learn how to design small but impactful pilot campaigns that establish efficient + effective internal processes, test messaging, identify right-fit ambassadors, and set benchmarks with upper-funnel + lower-funnel ROI.

Brian Godfrey

Brand Manager Scotts Miracle-Gro Company

DENTAL IMPRESSIONS: HOW THE AMERICAN DENTAL ASSOCIATION BUILT A BRIDGE INTO ONLINE COMMUNITIES

When the American Dental Association heard the chatter happening in dentists’ closed social media groups, its influencer team found ways to connect to the conversations that had engaged the professional community. What they learned yielded insights on the power of trust, authenticity, and collaboration in driving positive change—both for brands and the professions they represent. Join the ADA’s Joan Podrazik and Nicole Anderson as they share pearls and pitfalls of launching an innovative ambassador pilot to educate and connect with closed social media groups. Plus, they will share how the ADA is connecting with the next gen of dentistry before they're even out of school.

Nicole Anderson

Manager, Social Media & Influencer Strategy American Dental Association

CLOSING REMARKS

Leah Marshall

Senior Director, Influencer Marketing ANA