Harnessing Video Creativity to Connect with Audiences presented by MNTN

WELCOME REMARKS

Christina Batista

Associate Manager, Brand & Media ANA

REACHING A GLOBAL AUDIENCE WITH MCDONALD’S WORLD CUP CAMPAIGN

In this session, McDonald’s will showcase how they turned a FIFA World Cup 2022 sponsorship into a global cultural phenomenon. They united fans with the message "Football fans around the world all have McDonald's in common." This campaign achieved billions of impressions, a +4% increase in social share of voice, and fueled double-digit sales growth across key markets during the tournament. Join us to hear how McDonald’s captured that unique feeling of togetherness that only fandoms can create. 

Jennifer Delvecchio

Senior Director, Global Brand, Content & Culture McDonald’s

AMPLIFYING DIVERSITY IN FILM WITH INDEED

Indeed’s mission is to help people get jobs. And while we know talent is universal, opportunity is not. Data shows that BIPOC directors remain critically underrepresented as directors. Rising Voices was born out of the question: what would happen if we took the production budget for a national TV spot and instead invested it in 10 BIPOC directors to create short films? As Indeed enters into its 4th season of Rising Voices, they will discuss how they got here and what the impact has been so far.

Jessica Wolfson

Executive Producer, Indeed Creative Indeed Creative

THE BEST PERFORMANCE TV ADS OF 2023

It’s been a hallmark year for TV advertising, from spots that poke fun at anxieties of IT professionals to ones that feature dental equipment that transform into an impromptu orchestra. Join us as we walk through some of the best ads that ran on MNTN’s Performance TV platform in 2023. These are the highest performing commercials from MNTN’s top advertisers. We’ll break down exactly what made the creative so effective, how that creative was uniquely designed to drive performance, and why this selection truly showcases how impactful Connected TV advertising can be.

Kristen Navarro

Director of Customer Services MNTN

IGNITING A NICOTINE-FREE GENERATION WITH “QUITTERS”

Truth Initiative's "Quitters" campaign showcased the journey of real young people quitting vaping, highlighting the positive impact of quitting nicotine on mental health, inspiring others to quit, and providing resources for successful cessation. The Quitters campaign presented authentic stories of young people quitting vaping, demonstrating the impact on their mental health, and promoting "This Is Quitting." The real-life young participants, not actors, made the campaign relatable. This session will focus on what went into the campaign to reduce youth and young adult vaping by de-normalizing vaping and normalizing quitting, focusing on the positive mental health benefits of quitting, and connecting young vapers with support resources.

Kate Stevens Bowers

Content Director, Marketing Truth Initiative

TAKING ON GUN VIOLENCE PREVENTION WITH PURPOSE

Northwell Health, in partnership with Strawberry Frog, launched a consumer movement to empower ordinary people to better secure their own safety in the current context, where guns are now the leading cause of death for kids in the US. The "Doesn't Kill to Ask" gun-violence-prevention campaign urged parents to ask other parents whether they kept an unlocked gun in the house by comparing firearms to a pet tiger. We'll share the movement model that brought this to life, the strength of our ongoing partnership, and the results we were able to achieve in this critical field through video advertising.

Ali Demos

Group Strategy Director StrawberryFrog

CLOSING REMARKS

Christina Batista

Associate Manager, Brand & Media ANA