Influencer Marketing

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INTRODUCTIONS (9:45am – 9:50am CT)

I. Session 1: 100 Years of KitchenAid: Driving Impact with Influencers (9:50am - 10:35am CT)
KitchenAid is an iconic brand among those who are passionate about exploring possibility in the kitchen. To celebrate 100 years of making history and to highlight how the brand’s newest products are truly made for makers, KitchenAid created a pop-up consumer experience in New York City and a VIP experience to pre-launch, where key media, influencers and friends of the brand could join and amplify the experience. In this presentation, we’ll share how KitchenAid leveraged influencers to bring the experience to life for those in attendance and following along at home.

Candace Corner, Influencer Strategy Lead, MSL
Kelsey Costales, Event Strategy Lead, MSL
Annie Gregory, Assistant Brand Manager, KitchenAid

II. Session 2: What Influencers Can Teach You About Your Brand (10:35am - 11:20am CT)
In 2018,—a ten-year veteran of influencer marketing—sponsored Kitchen PLAY Live, an intensive influencer marketing workshop. While Watermelon benefitted from influencer amplification across diverse channels as part of their sponsorship, the real magic happened when the brand received critical feedback from the same influencers highlighting hidden gaps in their brand messaging. Hear the story of how the Watermelon marketing team turned this red flag moment into measurable wins for the brand.

Casey Benedict, CEO and Founder, Kitchen PLAY
Stephanie Barlow, Senior Director of Communications, National Watermelon Promotion Board

III. Session 3: Are You Maximizing Multi-Cultural Influencers? (11:20am - 12:05pm CT)
U.S. Hispanics will represent more than $1.7 trillion in buying power in 2020 — and that buying power is growing at twice the rate of non-Hispanics. Together they spend $95 billion a year on consumer-packaged goods, representing a great opportunity for brands to grow. However, there is not a one-size-fits-all solution in order for brands to build a meaningful connection with this audience. To successfully engage U.S. Hispanics, marketers must pay attention to not only the similarities but also the differences between the several groups of Latinos living in America. What works for certain markets such as California and Texas – where the vast majority of the Hispanics are from Mexican heritage- may not be the best approach when targeting Latinos in Florida or New York. In order to find the right influencers, the ones that truly understand the cultural nuances, marketers must grasp their different behaviors and mindsets. This session will look at this group of consumers and how brands are using influencers as part of their strategy to connect with them in authentic and relevant ways.

Speaker: Carla Eboli, EVP, Energy BBDO

LUNCH (12:05pm – 12:45pm CT)

IV. Session 4: World of Whirlpool VIP Experience: Stand Mixer Series- Ice Cream (12:45pm - 2:00pm CT)
Learn the craft of making homemade ice cream with the help of the famous KitchenAid Stand Mixer. Attendees will participate in a chef-led demo, then create their own sundaes with toppings galore. **Special RSVP required. Limited to 30 only on a first come, first served basis. Email Jenna Magill at with the subject ICE CREAM to reserve your spot, in addition to registering for the meeting.