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Influencer Marketing

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I. HOUSEKEEPING & INTRODUCTIONS (11:00 - 11:10 a.m. ET)

II. MEMBER DISCUSSION (11:10 – 11:30 a.m.)
Following the Super Bowl, influencer marketing made headlines once again when a popular ad closely mirrored the storyline of a creator’s TikTok content. Members have expressed interest in learning what steps they can take proactively with their agency partners to protect their reputation and mitigate risk. Bring your questions and join us for an interactive member discussion, with insights and recommendations from our favorite legal experts at Reed Smith. 

Discussion Leaders:
Michael Isselin, Partner, Entertainment & Media Group, Reed Smith

Emily Faro, Associate, Entertainment & Media Group, Reed Smith

III. Using Influencers to Amplify a UGC Campaign (11:30 – 12:15 p.m.)  
Corteva Agriscience is an American agriculture and seed company, a sector not often associated with influencer marketing. In this session, learn how they amplified a UGC campaign called #PlantPioneer by collaborating with agriculture influencers throughout the planting, growing, and harvest seasons. 

Speaker:
Victoria Smith, US Social Media Manager, Corteva Agriscience

IV. Beyond Payment: Ensuring Equitable Creator Compensation (12:15 – 1:00 p.m.)
Building an impactful influencer marketing program begins with establishing sustainable relationships with creators. And there's no factor in that process as important—or as misunderstood—as establishing equitable compensation. 

There is no magic formula for setting pay rates. Instead, brands should focus on building fair evaluation and negotiation processes that give creators a seat at the table. In this presentation, CreatorIQ's Sasha Wallace will explore:

  • How brands can engender creator trust by acknowledging and valuing their perspectives
  • How brands can understand creators' market value through audience size, engagement rates, and other metrics
  • How performance-based compensation structures align the interests of both parties

Equity in payment is about more than dollars and cents. Participants in this discussion will walk away with the tools needed to foster long-term, mutually beneficial creator partnerships.

Speaker:
Sasha Wallace, Director of Customer Success, CreatorIQ