Influencer Marketing

NETWORKING BREAKFAST (9:00AM – 9:45AM CT)
INTRODUCTIONS (9:45AM – 9:50AM CT)

I. Session 1: The Power of Creators & Fans (9:50AM – 10:35AM CT)
FameBit, YouTube’s in-house branded content platform, helps brands connect with creators on scalable, measurable branded content through Google-only solutions. FameBit by YouTube Partner Lead, Krystin Hovanes, will provide an update on YouTube’s branded content platform, followed by a fireside chat and Q&A with YouTube creator and founder of What's Inside, Dan Markham, to answer your hottest questions about partnering with influencers on branded content.

Speakers:
Dan Markham, YouTube Creator and Founder, What's Inside
Krystin Hovanes, Client Lead, FameBit by YouTube, Google and FameBit by YouTube

II. Session 2: Influencers #FallinLava with Hershey’s at Walmart (10:45AM – 11:20AM CT)
Total U.S. spending on Valentine’s Day is estimated at 20.7 billion, according to the National Retail Federation’s annual survey. Competition in the chocolate market is cutthroat during February as top candy brands compete for market share on one of the busiest shopping days of the year.  Hear how Hershey’s engaged influencers to capture the hearts of Walmart Valentine’s shoppers with a sweet campaign featuring Hershey’s Pot of Gold and their new Lava Cake Kisses.  Join Jessica DuQuesne, Associate Shopper Marketing Manager- Walmart at the Hershey Company and Missy Tiller, Vice President of Client Development at SheSpeaks, on how they engaged influencers including actress Tia Mowry to win the hearts and wallets of Walmart shoppers.   

Speakers:
Jessica DuQuesne, Assoc. Shopper Marketing Manager/Walmart, The Hershey Company
Missy Tiller, Vice President of Client Development, SheSpeaks

BREAK (11:20AM - 11:30AM CT)

INTERACTIVE LUNCH SESSION (11:30AM – 12:45PM CT) 
Breast Cancer is Unacceptable
Storytelling is important and powerful for nonprofits, but how do you motivate action year-round? Join marketing leaders from Susan G. Komen for this creative impact brainstorm lunch. Attendees will be briefed on Susan G. Komen’s influencer marketing programs to-date, given a creative brief by Komen marketing leaders, and divided into small group teams featuring a mix of brand and agency leaders. Over lunch, each of the teams will have 45 minutes to come up with a creative idea for a Komen influencer marketing program.  After the 45 minutes is up, each team will have 60 seconds to pitch their concept to the full group of attendees and Komen marketing leaders.  The winning team will all receive Google SWAG and Komen will leave with a dozen new creative campaigns to take action on beating breast cancer.

Speakers:
Michelle Strong, VP Marketing Strategy, Susan G. Komen
Sean Tuffnell, Director of Communications, Susan G. Komen

BREAK (12:45PM – 12:55PM CT)

III. Session 3: Uncapping Brand Love (12:55PM – 1:45PM CT)
Heinz, Ed Sheeran, & Edchup Heinz’s collaboration with the Grammy Award-winning pop singer, Ed Sheeran, made waves this summer when the influencer, who’s long been recognized as a Heinz superfan and even sports a tattoo of a Heinz ketchup bottle, partnered with the brand on a campaign designed to reach Sheeran’s passionate fan base of “Sheerios.” In this session, Heinz will showcase the power of social listening in influencer marketing, how Heinz has tapped social media to give voice to its biggest brand advocates, how Heinz leveraged Sheeran’s passionate following to reach new audiences, and what marketers can learn from this collaboration and apply to their influencer marketing programs.

Speaker: Dalia Adler, Associate Director of Marketing, Heinz The Kraft Heinz Company