You spoke up and we listened. This year’s conference kicks off with a half-day of interactive trainings on the hottest digital and social topics. In-person attendees can attend four training sessions (there are two options for each time slot) giving them the opportunity to learn from marketing leaders we’ve handpicked for their creativity, track record of success, and ability to translate specific digital skills into tangible marketer action steps.

OPENING REMARKS

Leah Marshall

Senior Director, Influencer Marketing ANA

OPENING REMARKS

Brian Camen

Senior Director, Media, Content & Public Relations Ferrara Candy Company

DESIGNING EFFECTIVE AMBASSADOR PROGRAMS (Option A)

Ambassador programs can be an effective way for companies to generate buzz and awareness about their products or services, increase their social media following, and ultimately drive sales. The success of these programs depends on so many variables, including the quality of the ambassadors, the incentives offered, and a brand’s ability to accurately track and measure program impact. In this session, we’ll break down everything you need to know to take your brand’s ambassador programs to the next level. 

Christina Soletti

Senior Director, Content & Communications ErgoBaby

USE TIKTOK ADVERTISING TO WIN OVER GEN Z AND MILLENNIALS (Option B)

Learn how to make your brand stand out with gen Z and millennials with captivating content on TikTok. Learn the differences between TikTok and other social platforms and the content that works best on each platform. Go behind the scenes of top-performing campaigns and leave this session with tips and takeaways for content creation, audience targeting and engagement, and tapping into cultural trends that make your social marketing relevant, high-performing, and entertaining.

Raquel Werner

Brand Manager, Consumer Engagement Little Caesars Pizza

LAUNCHING & LEADING LOYALTY PROGRAMS (Option A)

Airline miles, hotel points, fast food rewards — no matter what the industry, loyalty programs play a critical role in cultivating brand love with consumers. In this session, learn how to develop and implement a loyalty program — from gathering consumer insights pre-launch and integrating evolving technologies to developing strategic collaborations with influencers and tips for exceeding engagement KPIs.

Nathan Casey

VP Digital Marketing, Engagement and Experiences IHOP

INFLUENCER PAY EQUITY CONSIDERATIONS (Option B)

Most marketers are aware of the inequities that plague the influencer industry, particularly for BIPOC and marginalized creators. From unequal pay and risk of being cancelled to facing publish backlash and online hate, the hurdles facing marginalized influencers are considerable. To address this, the ANA, the 4A’s, and the PR Council have partnered together to create Influencer Pay Equity guidelines to support marketers committed to ensuring that the influencers they work with are being compensated and treated equitably. In this interactive session, you’ll be led through considerations that touch on planning, contract negotiation, usage terms, content approval, and payment. You’ll also have an opportunity to discuss your questions with other marketers committed to influencer pay equity.

Nilam Patel

Social Media Influencers and Ambassadors Nationwide

RETAIL MEDIA NETWORK ADVERTISING (Option A)

Retail media spend is forecast to hit $45B in 2023 per eMarketer, surpassing connected TV by the end of this year. Retailers are pursuing budgets far beyond performance dollars, making aggressive plays for video and CTV budgets specifically, either through their owned and operated media footprint (Amazon, Fire TV, Freevee, Kindle, etc.), or through strategic alliances (Walmart Connect and Roku, TikTok, Snapchat, Kroger-Roku, etc.). Leveraging a sophisticated approach to shopper data, targeting schematics and even advanced clean room capabilities, retail media products now firmly transcend into the mid and upper funnel. Whether you’re selling product on these retailers or not, this media space is one to watch. In this session, learn how to unlock the enormous promise and potential of RMNs to create seamless omnichannel shopping experiences that fuel growth across business divisions.

TREND-SETTING INFLUENCER MARKETING (Option B)

Ad Age’s Silver winner for Small Agency of the Year and Adweek’s Fastest Growing Agency of the Year, Movers+Shakers continues to push the limits of cutting-edge digital marketing by connecting brands to culture on social media. A disruptive creative agency whose TikTok videos look more like organic entertainment than ads, they work with a top-tier roster of clients including Netflix, Nerf, e.l.f., Johnson & Johnson, Target, Amazon, and Neutrogena.  For e.l.f. cosmetics, they created one of the most viral campaigns ever on TikTok, racking up to 7 billion views and 5 million user-generated videos. Don’t miss this opportunity to learn from the agency making headlines and history. 

Evan Horowitz

CEO Movers+Shakers

REACHING MULTICULTURAL AUDIENCES ON SOCIAL (Option A)

Learn how automotive giant Hyundai drove mass engagement, consideration and excitement among African American consumers for its award-winning and game-changing electric vehicle the 2022 IONIQ 5. Go behind the scenes to hear how this “day in the life” campaign developed brand-aligned content that was unique, authentic and specific to its four content creators’ style and voice, while showcasing key vehicle attributes and the benefits of an electric lifestyle. Join the discussion and discover how Hyundai is reaching black audiences on TikTok through content creators, as well as what made this campaign a success.

Will Thomas

Brand Partnerships QYOU Media

HOW MARKETERS CAN TAP THE POWER OF AI (Option B)

ChatGPT and generative AI are rapidly changing the world of marketing, with implications for ideation, content creation, research, A/B testing, lead generation, SEO, and more. This session will cover how marketers can leverage generative AI to be more productive and creative, how new technologies like Microsoft's Bing with ChatGPT or Snap's My AI can benefit marketers, and case studies of how marketers are using generative AI.

WELCOME REMARKS

Chris Contreras

Chief Customer Officer MNTN

OPENING REMARKS

Bob Liodice

Chief Executive Officer ANA

CONFERENCE CHAIR REMARKS

Desi Okeke

Director, DEGREE Unilever

HOW E.L.F. COSMETICS BETS BIG ON TIKTOK

e.l.f. Cosmetics is known for viral, record-breaking campaigns on TikTok and engagements with cultural icons including their 2023 Super Bowl ad with actress Jennifer Coolidge. The company is also known for having the first branded hashtag challenge on TikTok to feature an original song. In this session, learn about e.l.f.’s latest campaign with beauty creator Meredith Duxbury that includes a shoppable livestream on TikTok, and why the gen Z beauty retailer and other major brands are investing in original songs as part of their TikTok engagement and gen Z loyalty strategy.

Patrick O’Keefe

Vice President Integrated Marketing e.l.f.

DIGITAL WINNERS AND LOSERS: THE WALL STREET PERSPECTIVE

Brian Nowak is an analyst with Morgan Stanley who covers the technology and digital advertising sector including Amazon, Google, Meta, AI, and more. In this session, Brian will provide his insights on the industry, AI and its potential impact to the economy, an outlook for the future, and make predictions about winners and losers among AI and ad-driven public companies.

Brian Nowak

Head Consumer Internet Analyst Morgan Stanley

FROM DOJA CAT TO LIVE-STREAMED SNOWBOARDING: JBL'S BOLD DIGITALSTRATEGY

From partnering with the Grammy Award-winning pop icon Doja Cat to live-steaming product launches using pro athletes from the snowy slopes of Park City, JBL has always been a vanguard, pushing boundaries with cutting edge audio products and partnering with like-minded artists and athletes who champion unfiltered expression. In this session, learn JBL’s approach to influencer partnerships and tapping into the latest digital technologies to reach consumers where they’re at.

Chris Epple

Vice President of Marketing JBL

HOW HYUNDAI IS TAPPING TIKTOK TRENDS TO CONNECT WITH BLACK CONSUMERS

As part of its ongoing efforts to connect with Black consumers, Hyundai Motor America launched a choose-your-own-adventure style campaign this spring highlighting the love between black influencers that plays off of the “pick a card” TikTok trend where one person presents multiple cards with different activity options for another person to blindly choose from. In this session, Hyundai’s Director of Experiential Marketing will share how the automotive giant is driving mass engagement, consideration, and excitement among African American consumers for electric vehicles and reaching black audiences on TikTok. 

Erik Thomas

Director, Experiential Marketing Hyundai Motor America

PERFORMANCE TV RETARGETING MAKES THE GRADE

Higher education is an estimated $20 Billion industry with strong growth projections for the future. In this session, learn how South College combined their existing retargeting efforts with performance TV and transformed the university’s advertising outcomes.

Chris Contreras

Chief Customer Officer MNTN

UNITED AIRLINE’S BRAND LAUNCH: EVOLVING A LEGACY BRAND ON SOCIAL MEDIA

This is a story of a 96-year-old airline that transformed its social media strategy, content, and engagement in service of showing the world that this is an airline that thinks, works and flies differently. Meg Mitchell, Creative Director, Global Advertising & Social Media at United Airlines, will walk us through the recent launch of the biggest brand campaign the airline has launched in a decade. Hear the lessons they learned and how you can apply their creative thinking to your brand.

Meg Mitchell

Creative Director, Global Advertising and Social Media United Airlines

HOW A CHALLENGER BRAND TAPS DATA TO OUTFLANK THE COMPETITION

California Pizza Kitchen (CPK) is where fresh and creative flavors collide.  The challenger brand serves creative California cuisine in nearly 200 restaurants worldwide and they are getting scrappy with their data to outflank competitors. While some big media platforms take levers away and limit options, CPK is leveraging data to find ways to stretch their investment and make a bigger impact. This session will spotlight how CPK is using its owned digital tools to start to win in the marketplace.

Scott Hargrove

Chief Marketing Officer California Pizza Kitchen

TAPPING CREATORS INSIGHTS TO ENGAGE SPORTS FANS

In this session, learn how ESPN is collaborating with creators to better understand the evolving needs of the modern sports consumer and the steps ESPN is taking to adapt their strategy and better connect with younger sports fans across digital and social channels.

Amanda Anderson

Director of Social Media ESPN

PULLING BACK THE CURTAIN ON THE PROGRAMMATIC MEDIA ECOSYSTEM

Hot off the press, this session will unveil the findings of the ANA’s investigation into the programmatic media buying ecosystem, often described as riddled with lack of transparency, fractured accountability, and mind-numbing complexity. You’ll learn how to best guard against wasteful and unproductive spending, and how the landscape is evolving with third party cookie deprecation and increased data privacy legislation on the horizon. Numbers don’t lie, and this debrief will provide some much-needed insight into the data behind the programmatic media buying ecosystem.

Tom Triscari

CEO Lemonade Projects

THE POWER OF PODCAST INFLUENCE

According to a 2023 study, 75% of consumers point to podcast hosts as the most influential figures driving their purchasing decisions. Couple this with the latest projection of podcast listeners reaching 129.9 million by the end of the year and you have an incredibly powerful media platform. The past few years have given rise to a broad spectrum of podcasts fueled by both top celebrities and emerging creators. In this session, gain valuable insights into the audio industry from podcast influencer Zach Kornfeld and the experts at Audacy including the benefits of collaborating with podcast influencers compared with activating across more traditional social channels, setting goals and tracking performance for advertised brands, making sense of demographic data, do’s and don’ts of compelling copy, and more.

Zach Kornfeld

Influencer & Co-Host of the TryPod and Guilty Pleasures podcasts Audacy

CLOSING REMARKS

OPENING REMARKS

Brian Camen

Senior Director, Media, Content & Public Relations Ferrara Candy Company

SESSION 10

Kieran Donahue

CMO IHOP

HOW A VALUES-BASED DTC DIAPER BRAND HAS TAKEN THE INDUSTRY BY STORM

In just 5 years, the values-based DTC diaper brand co-founded by Kristen Bell and Dax Shepard has built a massive social following. In this session, learn how the challenger brand has galvanized their community online, and how they're engaging creators to bring real parenting moments to life.

Erica Buxton

CEO Hello Bello

SESSION 12

MTAILOR – DIGITAL FIRST COMPANY THAT “PUTS A MASTER TAILOR IN YOUR POCKET”

MTailor is an e-commerce clothing company that uses AI – via a simple app on your phone – to provide a custom fit that is 20 percent more accurate than a tailor. The founder, Miles Penn, turned down the largest Shark Tank deal ever and was recognized on the Forbes 30 Under 30 List. Since launch, MTailor has fit more than 100,000 customers, creating the largest commercially tested fit dataset in the world. They have recently embarked on a massive update to various parts of their marketing and advertising funnel – improving website speed and testing various aspects of the site’s layout and copy. The company is now looking to accelerate growth by offering its technology to the global apparel market to dramatically cut down on the problem of returns due to poor fit. This is the MTailor story! 

Miles Penn

CEO MTailor

CREATOR CURRENCY: BUILDING A COMMUNITY OF HEALTHCARE ADVOCATES

You might recognize the name Dexcom from the 2023 Super Bowl commercial with Nick Jonas earlier this year. Dexcom is the company leader in transforming diabetes care. In this session, you’ll learn how the DTC challenger has tapped influencers like Jonas to humanize their brand, connect with consumers, and build a strong community of brand advocates that spans across social and beyond.  You’ll also learn how the company has navigated the hurdles of influencer marketing within a highly-regulated industry.  

Melissa McKelvy

Marketing Manager Dexcom

CLOSING REMARKS & CONFERENCE CONCLUSION