Committees | Events & Webinars | Digital & Social | ANA

Digital & Social

This event is over.

This event is in-person only and no virtual option is available.

I. Breakfast & Registration (9:30-10am) 

II. Announcements & Introductions (10-10:15am)

III. The Mini Game with Mega Impact: How Activision Blizzard's Candy Crush Gamified Prada Candy (10:15-10:55am)
5 weeks, 40,000 samples, 200 million active users – and these are just a few of the highlights from a exciting collaboration between Prada’s fragrance brand, Prada Candy and beloved Activision Blizzard mobile game, Candy Crush. Recently, Prada Candy became the first beauty label to launch a mini-game in Candy Crush, yielding show stopping results, showcasing the superpower of mobile gaming and the potential for brands to tap in. You could say they [candy] crushed it.

This session dives into the genesis and results of the campaign, the value of playable ad formats and meaningful brand partnerships, in addition to some best practices and advice for brands looking to activate in mobile gaming.

Nobles Crawford
, Assistant Vice President of Consumer Activation, Luxury Beauty, L'Oréal  

Nobles LOVES marketing. Working in the field for over a decade, he’s left his mark on many culture-forward brands such as Lysol, HBO, Samsung, Kraft and ABC. He’s a strong believer in crossing innovation with common sense, pragmatism, and empathy to achieve human connection in an effort to make the world a more inclusive place through marketing. Also in this pursuit, Nobles is a local activist, community organizer and a recently elected official (NY State Committee Member). Originally from Massachusetts, Nobles now lives in Manhattan, NY with his wife and two daughters, Hazel and Octavia.

Claire Nance
, Global Head of Global Communications & Industry Marketing, Activision Blizzard

An award-winning communications and marketing leader, Claire Nance has over 15 years’ experience in both the U.S. and Australia managing communications campaigns on a global scale. In her current role as Head of Global Communications & Industry Marketing at Activision Blizzard Media, Claire oversees all external communications, industry positioning and content development for Activision Blizzard’s advertising arm.

Prior to this, Claire held senior communications roles at IPG Mediabrands, News Corp and North 6th Agency. An active member of the PR community, Claire was on the board of directors of the Public Relations Society of America’s New York chapter from 2020 to 2022 and has acted as a mentor with several industry organizations including New York Women in Communications and She Runs It. Claire was included as one of Crain's Notable Leaders in Advertising, Marketing and Public Relations in 2022, was named one of Business Insiders PR Rising Stars in 2021, and was recognized with the PRSA-NY’s Exceptionals Under 35 award in 2019

IV. Regional to National: How to Leverage Social to Create Mass Appeal (10:55-11:35am) 
Tate’s Bake Shop broke onto the scene in 2000 and quickly garnered a cult following in the Northeast. Despite its nationwide introduction to grocery store shelves, the brand still had room to expand its loyal fanbase. Earlier this year, Tate’s tapped VCCP to launch its first-ever full-scale digital and social campaign, beginning its journey from challenger brand to national fan favorite. This discussion will dive into how regional brands can leverage social media to scale and generate national appeal, all while leaning into and staying true to their identities.

Esi Seng
, CEO, Tate's Bake Shop

Brett Edgar

V. Break (11:35-11:45am) 

VI. Are Influencers Part of Your DEI Strategy? (11:45-12:25pm) 
Latarria Coy is the Head of Ethical Media at Influential. In this session, learn what Gen Z expects from brands from a DEI standpoint, how influencers are a critical part of a brand’s overall DEI strategy, how influencers can help brands reach more diverse audiences authentically, and how to avoid costly missteps when partnering with diverse creators.  

Latarria Coy, Head of Ethical Media, Influential

VII. Lunch (12:25pm-1:30pm)