ANA Brand Activation Influencer Marketing (Members Only Conference) hosted by No Kid Hungry

when

Start: Wednesday, October 25, 2017 at 9:15am

End: Wednesday, October 25, 2017 at 3:45pm

WHERE

University of California Washington Center
1608 Rhode Island Avenue
Washington, DC 20036

Registration Pricing

ANA Associate Gold Associate Silver Associate Individual Non Member
Registration
Members Only Conference ANA $0 Associate Gold $0 Associate Silver $0 Associate Individual $0 Non Member N/A

Agenda

TIME EVENT DETAILS LOCATION
Wednesday, October 25, 2017
9:15am Breakfast

10:00am General Session

LEVERAGING INFLUENCER MARKETING: CONSTANT INNOVATION, AWARENESS BUILDING & MOBILIZING THE PUBLIC

Influencer marketing is multi-faceted at No Kid Hungry. For more than 30 years, we’ve created impactful partnerships with corporate brands, media entities, bi-partisan political representatives, non-profit organizations and individuals to end childhood hunger in America.  During this session, we will share our key learnings from our successes as well as some of our challenges. Our content will provide key takeaways to help attendees maximize influencer marketing for their brands.

We look forward to sharing case studies from social influencers such as Jeff Bridges, P!NK, celebrity chefs like Rachel Ray, Andrew Zimmern and Bobby Flay. Showcasing how we collaborate with our corporate partners to leverage their influencers – such as Citi and MLB and PGA and Kellogg’s and US Olympic Athletes. On a grassroots level, our core supporters – using their influence to build relationships and awareness for No Kid Hungry and to advocate for No Kid Hungry at the state and federal level.

Jill Davis
Senior Vice President Share Our Strength - No Kid Hungry

REVERENCE + RELEVANCE: HOW NATIONAL GEOGRAPHIC IS STILL INSPIRING CONSUMERS 130 YEARS LATER

How is a 130 year-old brand changing the game when it comes to influencer marketing? For over a century, National Geographic has been an iconic brand that gives a platform to the best storytellers in the world. National Geographic Partners’ Chief Marketing Officer, Jill Cress, will discuss how National Geographic has leaned into its DNA as a visual storyteller, and the power of its yellow border to take audiences on explorations around the world, to amass a substantial reach on digital platforms and build communities of engaged fans and digital influencers. Through innovative influencer-driven campaigns like “Make What Works” and the “National Geographic Further Community”, National Geographic is collaborating with a cast of influencers to create smart, meaningful content that fosters deeper connections with consumers.

Jill Cress
Chief Marketing Officer National Geographic Partners (NGP)
11:30am NETWORKING COFFEE BREAK

SABERMETRICS AND INFLUENCER MARKETING: DEVELOPING AN INFLUENCER PROGRAM USING STATISTICAL ANALYSIS

Defined by Bill James and rising to world-wide notoriety by way of the book  “Moneyball” by Michael Lewis, Sabermetrics is the use of statistical analysis to question traditional measures of baseball evaluation. As an agency specializing in Gen Z and Millennials, Fuse began practicing Influencer Marketing long before there were industry best practices and sophisticated measurement tools. As Influencer Marketing matured, the agency began to wonder if it had useful data from previous programs that could inform its future Influencer Marketing efforts.

So, six months ago, Fuse set out to on a time-consuming, complicated journey to apply a Sabermetrics-like review of a decade’s worth of its influencer marketing data. This presentation will be the results of our research and analytics on our seven stages of Influencer Marketing program development (planning, recruitment, application, hiring, onboarding, activation, measurement.) Members will learn from our “Sabermetrics” and be able to make data-driven decisions about their own Influencer Marketing programs.

Bill Carter
Partner Fuse Marketing

DECODING GEN Z

Although Generation Z is comprised of those aged 20 and younger, they influence nearly $44 billion in discretionary spending.  Growing up in a post digital world has made Gen Z more marketing-savvy and selective with their brand affinities than previous generations.  At 18 years old, Connor Blakley is the Founder/CEO of YouthLogic, author of BrandZ, and has been featured in publications like Forbes, Inc., Entrepreneur, and many others as the voice of Gen Z.  Connor will share how brands can more authentically connect and engage Gen Z, the biggest mistakes brands make in trying to capture their attention and how to achieve brand loyalty.

Connor Blakley
Founder/CEO YouthLogic
1:15pm LUNCHEON

DIVERSITY AND INCLUSION IN INFLUENCER MARKETING

As influencer marketing grows as a part of marketers’ overall mix, it’s imperative to work with influencers who are fully representative of our world and diverse customer segments. State Farm® has been using influencer marketing increasingly to connect with customers.  We will highlight how we’ve collaborated with diverse groups of influencers in both target-specific and total-market campaigns.

Liza Hawkins
Marketing Analyst State Farm
Mike Johnson
VP Digital Strategy The Marketing Arm

ATT HELLO LAB: PARTNERING WITH DIGITAL CREATORS TO CULTIVATE VALUE FOR THEM, THEIR FANS & YOUR BRAND

When it comes to working with influencers, there is no playbook. That's why AT&T, when seeking to connect with Millennials and Gen Z, set out to write one with Fullscreen. The outcome? Award-winning AT&T Hello Lab.

Adding value to the way digital creators tell stories and engage with their fans today, AT&T partnered with the talented community of digital creators to captivate audiences through innovative and participatory formats, inviting fans to contribute to each experience across multiple touchpoints.

Hear how Fullscreen's audience and content insights led to highly successful programming whose distribution has spanned virtually every leading digital and social distribution platform. With an unprecedented lift in brand affinity and positive sentiment, AT&T Hello Lab has laid the foundation for a new digital media brand whose slate of films and series attract Millennials and Gen Z to AT&T-owned platforms like DirecTV Now.

Karyn Spencer
VP of Creator Lab AT&T
Bryan Thoensen
SVP, Original Entertainment Fullscreen
3:45pm Conference Adjournment