Influencer Marketing

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I. How Bissell Went Viral on TikTok with Influencers (11:30am-12:15pm ET)
In the spring of 2020, Bissell didn’t have a TikTok account. Now Bissell is a #cleantok sensation with its Little Green Machine portable deep cleaner. The hashtag #LittleGreenMachine has earned over 77 million views and sales of Little Green machines have tripled in the last two years. Learn how the wave of organic content around the portable deep cleaner led Bissell to launch its first-ever influencer campaign on TikTok, tapping six influencers to highlight. You’ll also hear how Bissell took lessons from customers making videos of themselves using the Little Green Machine to rethink how it showed off its products in videos.

Emily Mesecar, Social Media and Content Manager, Bissell
Meighan McLaughlin, Associate Director, Global Commercial Portable Deep Cleaning, Bissell

II. Do You Know the New Legal Requirements in Influencer Marketing? (12:15-1:00pm ET)
In May 2022, the FTC released proposed updates to the Endorsement Guidelines which contain the rules and disclosure requirements for influencer marketing and social media advertising. The new additions will impact disclosure, reviews, and virtual/CGI influencers. Learn the latest watch-outs and rules governing influencer marketing, the dos and don’ts for compliant influencer marketing, and the latest trends and regulations expected from the FTC.  

Keri Bruce, Partner, Entertainment and Media Industry Group, Reed Smith