ANA Influencer Marketing Live at Advertising Week

This event is over.

On October 3, 2018, the ANA programmed a full day of influencer marketing at Advertising Week New York. The day featured:

  • Top brands’ influencer marketing case studies including Unilever, Hasbro, Cigna, T-Mobile, and SharkNinja
  • In-depth discussions on hot button issues in influencer marketing including fraud and brand safety
  • The latest from the platforms including Twitch and Twitter. 

Click here for a recap of the day as well as a link to view video highlights.  Select session-specific recaps, videos, and speakers presentations can be accessed by event below as well.


Agenda

TIME EVENT DETAILS LOCATION
Wednesday, October 3, 2018

MAKING WISDOM GO VIRAL

Named to Forbes’ 30 Under 30 in Media, Jay's “viral wisdom” videos have garnered 2+ billion views & 17+ million followers. Yet Jay is not your typical influencer. A former monk, Jay’s content addresses deeply human themes like love & relationships, passion & purpose and failure & focus. Using social media as a platform for social good, Jay’s success is due to his unique ability to connect with people. Learn Jay’s secrets to making wisdom go viral + the values & decision making behind his brand partnerships.

Jay Shetty
Award-winning Host, Filmmaker, Storyteller, and Viral Content Creator
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UNDER THE INFLUENCE: TRUST AND TRANSPARENCY IN INFLUENCER MARKETING

The idea of endorsement isn't new but social influencers introduce new & complex dynamics. Armed with the power to create deep & direct connections with consumers, brands are now spending millions with creators to leverage their credibility & connection. Yet fraudulent practices such as artificial inflation of metrics by purchasing fake followers & engagement are eroding trust with consumers. This conversation will cover how brands can navigate the complexities of influencer marketing & the implications for our industry.

Luis Di Como
EVP, Global Media Unilever
Bob Liodice
Chief Executive Officer ANA
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THE INFLUENCER EFFECT: THE HEAT OF PREVENTION-HOW CIGNA USED INFLUENCER MARKETING TO CHANGE BEHAVIOR

Americans use preventive services at about half the recommended rate, even though it’s a covered benefit with most health plans. If everyone got the preventive care they needed, the CDC estimates 100,000 lives could be saved. So how do we get people to see doctors when they’re healthy to catch & prevent problems early? Cigna engaged a group of TV doctors to help encourage Americans to see a real doctor for their annual check-up. In the campaign’s first 2 years, Cigna saw an 18% increase in annual check-ups.

Stephen Cassell
Vice President of Global Branding Cigna
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THE INFLUENCER EFFECT: SUBSCRIBE HERE- WHY INFLUENCER FOR HASBRO ARE MORE THAN JUST ABOUT UNBOXING

Influencer marketing has just replaced Big Data as the next “it” phrase to use in all marketing presentations. Marketers are now expected to know who the next big influencer is, how to convince senior management to fund these programs and demonstrate ROI, all while delivering their business goals. From what started as a simple concept of everyday people sharing their everyday lives is now a multi-billion-dollar marketing tactic. Hear how Hasbro has embraced influencers to go beyond typical toy unboxing videos and embrace their authenticity, storytelling and creativity. Learn what to watch for when working in this space as well as how Hasbro evaluates success.

Victor Lee
SVP, Global Digital Marketing Hasbro
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#BAD: INFLUENCER FRAUD

Influencer marketing is here to stay, entire industries are getting transformed and companies are built from scratch on social media alone. However, as companies invest more they expect more, including assurances that impressions and engagements are real. The follower count is frequently used to calculate rewards, but this is a crude metric to assess the output of an Instagram influencer campaign. Solberg Audunsson, CEO of Takumi, breaks down what is behind the follower count, how to think about and tackle fraud and what tools are available to advertisers today to reduce waste at various points in the pipeline.

Solberg Audunsson
CEO Takumi
Amanda Spencer
Senior Manager of Global Influencer Relations Nars Cosmetics
Shannon Truax
Global VP, Brand Social GoDaddy
Hannah Forbes
Strategy Director, Influence R/GA

HOW ADVERTISERS ARE WINNING WITH MOBILE GAMES

Guava Juice, a.k.a. Roi Fabito, is a YouTube sensation with over 12 million subscribers. His personality and broad fanbase have made him a magnet for influencer marketing partnerships, including a toy line at Target. In this conversation, Guava will explain why he extended his brand into mobile games and the benefits of reaching consumers in an engaging, lean-forward environment. The conversation will be framed around larger findings that mobile games deliver a much more receptive audience than any other form of media.

Adam Cohen-Aslatei
VP of Marketing Jun Group
Guava Juice
YouTube creator

THE INS AND OUTS OF CELEBRITY MARKETING

This panel will discuss the value of a celebrity to the marketing of a brand and share honest accounts on the right and wrong ways to identify well-suited celebrities for your brand, how to maximize the value of the relationship, and when to cut ties.

Paul Evans
SVP Marsh & McLennan
Ajay Kapoor
VP of Digital Transformation SharkNinja
Al Lieberman
Clinical Professor of Marketing NYU

BEST PRACTICES FOR COMPLIANT INFLUENCER MARKETING

Join the FTC, NAD, and brand advertising lawyers to learn the latest rules of the road governing influencer marketing. Hear about recent FTC and NAD cases and guidance involving influencers and brands, and learn about trends in the regulation of influencer marketing. Learn the latest best practice for compliant influencer marketing, hear about recent FTC and NAD cases involving influencers and brands, and hear firsthand about legal trends involving influencer marketing.

Mamie Kresses
Senior Attorney FTC
Amy Mudge
Partner Venable LLP
Laura Brett
Director of National Advertising Advertising Self-Regulatory Council
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GOING BEYOND FOLLOWER COUNTS

In a world where follower counts were the north star of influencer reach, industry voices are now calling for accountability in metrics. This leaves marketers wondering how to create influencer campaigns that truly have measurable and meaningful impact. This panel will delve into how brands can tap into the rich relationships digital creators have with engaged consumers in ways that are both accountable and effective.

Jim Louderback
General Manager VidCon
David Lopez
Creator
Kellie Hansen
Social Integration T-Mobile
Tyler Vaught
Head of Creators Twitter
Sarah Herron
Creator
View Event Recap

INFLUENCE ACROSS PLATFORMS

Discover the future of influencer marketing with a panel of experts discussing the latest platforms, content and technology.

Jenna Sereni
VP, Creative WHOSAY Viacom
Zohaib Ali
Head of Ad Products Twitch
Joseph "Switfor" Aliminawi
Content Creator
Matt Guerin
VP of Partnerships VaynerMedia

APPLYING THE FOUNDATION TO BRAND AWARENESS

The No. 1 growing consumer of the $500 billion global beauty industry is under 30 and their purchasing decisions are fueled by their trusted beauty icons, also known as influencers. Learn how beauty’s top players, from brands to influencers, are changing time tested advertising models. Learn why brand awareness in the world of beauty is not one size fits all and how the most innovative companies are driving sales through these one-of-a-kind partnerships.

Taylor Lorenz
Staff Writer The Atlantic
Maureen Case
Executive Chairman Naturopathica
James Charles
Creator and Entrepreneur
Reza Izad
CEO & Co-founder Studio 71