Wednesday, October 3, 2018
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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.
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Jay Shetty
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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.
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Luis Di Como
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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.
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Stephen Cassell
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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.
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Victor Lee
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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.
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Solberg Audunsson
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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
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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.
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Adam Cohen-Aslatei
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VP of Marketing
Jun Group
Guava Juice
YouTube creator
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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.
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Paul Evans
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SVP
Marsh & McLennan
Ajay Kapoor
VP of Digital Transformation
SharkNinja
Al Lieberman
Clinical Professor of Marketing
NYU
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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.
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Mamie Kresses
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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.
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Jim Louderback
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General Manager
VidCon
David Lopez
Creator
Kellie Hansen
Social Integration
T-Mobile
Tyler Vaught
Head of Creators
Twitter
Sarah Herron
Creator
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INFLUENCE ACROSS PLATFORMS
Discover the future of influencer marketing with a panel of experts discussing the latest platforms, content and technology.
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Jenna Sereni
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VP, Creative
WHOSAY Viacom
Zohaib Ali
Head of Ad Products
Twitch
Joseph "Switfor" Aliminawi
Content Creator
Matt Guerin
VP of Partnerships
VaynerMedia
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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.
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Taylor Lorenz
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Staff Writer
The Atlantic
Maureen Case
Executive Chairman
Naturopathica
James Charles
Creator and Entrepreneur
Reza Izad
CEO & Co-founder
Studio 71
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