Midwest Digital & Social

NETWORKING BREAKFAST (8:30 – 9:00AM)
INTRODUCTIONS (9:00 – 9:15AM)


I. HOW TARGET IS APPROACHING VIDEO AS CONSUMPTION EVOLVES (9:15 – 10:00AM)
Amidst an ever changing and expanding video consumption landscape, Target's promise to its guest has remained consistent, and it is at the core of the most innovative and effective multi-platform work the brand is doing today. Nathan Nerland, Media Strategist on Style, will discuss how Target is using data and guest behaviors to create more effective and interesting video content in our episodic series, This Just In. This Just In delivers newness and sparks discovery with our Style guest, and is now expanding into total store marketing to help non-Style campaigns deliver the same.

Speaker:
Nathan Nerland, Media Strategist, Style – Target


II. JOHNSONVILLE SAUSAGE DIGITAL & SOCIAL CASE STUDY (10:00 – 10:45AM)
In this session, Stephanie Dlugopolski, Public Relations & Social Media Manager at Johnsonville Sausage will present on Johnsonville's innovative and integrated ad campaign that involved employees across the organization, capturing their company motto, "Made the Johnsonville Way," and the impact it's had on its brand health.

Speaker:
Stephanie Dlugopolski, Public Relations & Social Media Manager – Johnsonville Sausage


III. U by KOTEX BRAND: THE INTERSECTION BETWEEN DIGITAL AND EXPERIENTIAL (11:00AM – 11:45AM)
In this session, Jim Napolitano, SVP and Managing Director and Bridget McKinley, Director, Strategy & Planning at Organic, will share how U by Kotex took a customer's request on Tumblr and partnered with her to make it a reality, proving to customers everywhere that together we can change how we think about, talk about and shop for periods. The U by Kotex Pop-Up Period Shop allowed customers to interact with the brand in new ways, both in person and online, and sparked an outpouring of user generated content and conversation on social media.

Speakers:
Bridget McKinley, Director, Strategy & Planning – Organic, Inc.
Jim Napolitano, Senior Vice President and Managing Director – Organic, Inc.


LUNCH (11:45AM – 12:15PM)


IV. TINY TOAST: INSIDE THE 100% MOBILE LAUNCH CAMPAIGN FOR GENERAL MILLS' FIRST NEW CEREAL IN 15 YEARS (12:15 – 1:00PM)
How did General Mills successfully launch Tiny Toast, its first new cereal brand in 15 years, at a time when cereal sales were down and confidence in the industry was at an all-time low? By being super targeted with media, super outrageous with the creative, and super smart with the budget. Learn how General Mills and advertising agency Walrus developed a 100% mobile launch campaign that drove awareness to over 50% and put Tiny Toast in the top 50% of cereals in just eight weeks.

Speakers:
Alan Cunningham, Senior Brand Manager - General Mills
Deacon Webster, Co-Founder and Chief Creative Officer – Walrus


V. QUANTCAST REAL-TIME ADVERTISING ACADEMY TRAINING* (1:00 – 3:00 PM)
The ANA is partnering with one of our strategic partners, Quantcast, to offer ANA members a complimentary training on programmatic buying and real-time bidding (RTB). The Real-Time Advertising Academy is workshop that demystifies the digital advertising landscape. Attendees will learn how to plan for the constantly changing field and how to leverage cutting-edge information on the use of data, technology, and measurement to execute successful marketing campaigns. Gain an understanding of how digital ads are delivered and tracked, plus how digital media is bought and sold.

Facilitator:
Kate Lord, Senior Trainer – Quantcast


*The Quantcast Real-Time Advertising Academy is only available to in-person attendees and will not be broadcast via webinar. We recommend those interested in the training attend this committee meeting in person.