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Conference Agenda

All sessions listed below are in Eastern Time (ET).

TIME EVENT DETAILS LOCATION
Tuesday, May 25, 2021
11:00am
- 11:06am

WELCOME REMARKS

Kristi Daraban
Associate Vice President, Social Media Nationwide
11:06am
- 11:24am

OPENING REMARKS

Bill Duggan
Group Executive Vice President ANA
View Video and Presentation
11:24am
- 12:03pm

HOW THE NATION'S LARGEST LENDER WON THE SUPER BOWL

Hear from the CMO of Rocket Mortgage, Casey Hurbis, on how Rocket brought not just one, but two Super Bowl commercials to life this year, and landed the top two rankings on USA Today's Ad Meter. Casey will touch on the power of influencers for Rocket Mortgage, and how their in-house agency team leverages them to amplify the nation's largest mortgage lender’s brand.

Casey Hurbis (@ CaseyHurbis)
Chief Marketing Officer Rocket Mortgage
View Event Recap and Related Materials
12:03pm
- 12:31pm

CALLING ALL CLASSICS: HOW AUTHENTICITY INFLUENCES CROCS' AMBASSADOR STRATEGY & DRIVES RESULTS

From celebrity partners and traditional influencers to employees and everyday brand fans, Crocs has weaved a rich tapestry of ambassadors to broaden awareness for its iconic footwear and transform brand relevance into resonance. Despite sometimes vast differences in audiences and followings, this influencer model is rooted in a belief that authentic relationships drive engagement and genuine content inspires action. During this session, SVP & CMO Heidi Cooley will discuss how Crocs has evolved its influencer marketing journey, unlocking strategic relationships to tell meaningful stories and drive business results.

Heidi Cooley
Chief Marketing Officer Crocs
View Presentation
12:31pm
- 12:41pm
SESSION BREAK 1

12:41pm
- 12:59pm

HOW SEPHORA INFLUENCES BEAUTY WITH #SEPHORASQUAD

Since 2019, the #SephoraSquad has distinguished itself as an influencer community known for celebrating authenticity, unfiltered storytelling, and diverse, disruptive points of view. In this session, Sephora’s VP of Content Strategy will share how Sephora initially approached #SephoraSquad influencer selection and evolutions to the selection process since the program’s inception to ensure Sephora’s diverse client base continues to be represented and celebrated. You’ll also learn about the benefit to “always-on” influencer programs like #SephoraSquad, how Sephora’s influencer content strategy evolved to meet customer habit changes due to COVID, how Sephora approaches influencer measurement and representation, and what’s next for #SephoraSquad. 

Emmy Berlind
Vice President, Content Strategy and Owned Brands SEPHORA
View Presentation
12:59pm
- 1:39pm

A MATCH MADE ON TIKTOK: CAMPAIGN COLLABS THAT WORKED

TikTok Creators are the real brand MVPs: They power media success for brands every day on TikTok with video campaigns that consistently outperform our platform benchmarks—giving In-Feed campaigns double the view-through rate and engagement compared to other videos on our platform. In this session, we'll talk to the creators responsible for some of these top-performing In-Feed campaigns to dish on what made their brand collaborations so successful—from how they were briefed to how they developed their ideas—and share how other brands can find the same success with a Creator collab on their next TikTok campaign.

Dustin Goot
Head of Creator Solutions TikTok
Nathan Davis Jr.
TikTok Influencer, Actor, Singer-Songwriter TikTok Handle: nathandavisjrndj
Zachariah Porter
TikTok Influencer TikTok Handle: zzzachariah
Kris Collins
TikTok Influencer TikTok Handle: kallmekris
View Event Recap and Related Materials
1:39pm
- 1:44pm

GUIDED CREATIVITY MEDITATION

There is a meaningful relationship between meditation and creativity. Join Influencer Marketing Conference attendees for this special guided meditation on creativity, powered by Headspace. To learn more, visit: https://www.headspace.com/meditation/creativity  

Morgan Selzer
VP Content Headspace
1:44pm
- 2:18pm

USING STORYTELLING AND TALENT PARTNERSHIPS TO CREATE SOCIALLY EFFECTIVE CONTENT

Recently named one of Fast Company's Most Innovative Companies for Social Good, Headspace, a global leader in meditation and mindfulness, has become a vital resource for dealing with pandemic stress and staying centered amid a challenging time in history. Since its inception in 2019, Headspace Studios has launched several successful podcasts surrounding health and wellness, animated shorts in collaboration with Sesame Street, a Netflix series titled "Headspace Guide to Meditation," a partnership with LOL! Studios and Kevin Hart, and most recently released the “Music on My Mind” YouTube series with Headspace’s Chief Music Officer, John Legend. 

Morgan Selzer, VP of Content at Headspace Studios, is constantly finding new ways to make mindfulness more approachable and accessible through the multi-platform production studio within Headspace. In this session, Selzer will dive into how Headspace Studios utilizes storytelling and strategic talent partnerships to create content that is both entertaining and socially effective. 

Morgan Selzer
VP Content Headspace
View Event Recap and Related Materials
2:18pm
- 2:28pm
SESSION BREAK 2

2:28pm
- 3:04pm

LG MAKES LAUNDRY DAY FUN AGAIN WITH INFLUENCERS IN "BABY, I GOT YOUR LAUNDRY"

LG has enjoyed critical success in the laundry home appliance category, leading some of the most innovative technology in this space.  However while machines get larger, faster, smarter and more technologically advanced, the age-old perception of laundry has remained relatively unchanged - laundry is a chore, laundry is a bore.  But LG changed this consumer perception with a breakthrough campaign around the new LG WashTower launch in Q4 last year.  Learn the critical role influencers and content creators played in spreading the word, getting consumers involved and helping LG completely reframe how consumers feel about something they rarely want to think about. 

Gail Conroy
Senior Director, Marketing Home Appliances LG
View Event Recap and Related Materials
3:04pm
- 3:39pm

FROM ATTENTION TO INTENTION: BUILDING MORE TRUST & CREDIBLE CONNECTIONS WITH THE HELP OF TECHNOLOGY

Influencer marketing has seen an undeniable surge over the last 12 months, as people continue to crave engaging brand experiences and digital content that feels connected to their own lives. But a lot has also been said about the, still, untapped potential of influencer marketing, and how the industry needs to focus on turning mass attention into real intention – and this starts with trust and credibility. In this session, led by emerging influencer marketing platform, Koalifyed, and P&G Beauty Chief Communications Officer and industry thought leader, Kelly Vanasse, we’ll dig into how the right strategy, the right partnerships and the right technology that can elevate and strengthen relationships across all stakeholders can ultimately drive more intention and outcomes from influencer marketing.

Charles Hu
CTO & PARTNER Koalifyed
Kelly Vanasse
CCO/SVP P&G Beauty, Grooming & Health
View Event Recap and Related Materials
3:39pm
- 4:16pm

LEXUS INFLUENCERS ENGAGE YOUNG & FIERCELY AUTHENTIC CUSTOMERS

As a way to reach a young customer base, Lexus’ latest sport sedan campaign features eight micro-influencers, all committed to their unique passions. Several introduce themselves by the names they’ve earned, be it sneakerhead, gamer or audiophile. Others depict just how far they will go to pursue the passions that define them. Learn how this campaign celebrates the shared passion of their target consumers for going all in on their unique hobbies and interests and the brand's authentic commitment to create an all-in sport sedan. 

Mia Phillips
Advertising Sr Manager Lexus
View Event Recap and Related Materials
4:16pm
- 4:21pm

CLOSING REMARKS

Kristi Daraban
Associate Vice President, Social Media Nationwide
Wednesday, May 26, 2021
11:00am
- 11:08am

OPENING REMARKS

Kristi Daraban
Associate Vice President, Social Media Nationwide
11:08am
- 11:34am

OLAY'S TRANSFORMATION: THE INFLUENCER EFFECT

Moving from 7 years of decline in the business to winning with Millennial consumers, Olay utilized influencers to solve a business problem by driving relevance and consideration for the brand. Olay redefined its Influencer strategy, pivoting away from quantity to focus on quality. They partnered with fewer, stronger Influencers, forming deep relationships and strengthening authenticity and storytelling with their audiences. Eric Gruen, NA Olay VP, will share more about this approach, as well as how Olay is integrating STEM role models into their Influencer strategy to reach their goal of doubling the number of women in STEM careers by 2030.

Eric Gruen
VP, North America, Olay Procter & Gamble
View Event Recap and Related Materials
11:34am
- 12:11pm

MAXIMIZING RELATIONSHIPS WITH INFLUENCERS TO DRIVE RELEVANCE

Whether partnering with a global celebrity or emerging influencers, the OREO brand nurtures influencer relationships to be ahead of and part of the cultural zeitgeist. In this session, Justin Parnell, Senior Director, OREO at Mondelez International, will share how the 100-year-old cookie brand drives engagement & buzz, elevates campaign messaging and maintains relevance as social dynamics and consumer bases continue to grow, evolve, and transform.

Justin Parnell
Senior Director, OREO Mondelēz International
View Event Recap and Related Materials
12:11pm
- 12:51pm

TECATE: REDEFINING WHAT IT MEANS TO BE UNAPOLOGETICALLY MEXICAN-AMERICAN

Learn how the iconic Mexican beer brand, Tecate, was repositioned to appeal to the new generation of Mexican Americans.  Join Oscar Martinez, Marketing Lead on Tecate at Heineken, to hear how they tapped into the insight that being Mexican American is about being 200% you: 100% Mexican and 100% American.  In this session, learn how through a deep connection with influencers and change-makers in Mexican-American in culture ranging from music to sports, Tecate drove consumer engagement and ultimately recruited the next generation of Mexican-American beer drinkers. 

Oscar Martinez,
Senior Brand Director, Tecate Heineken USA
View Video and Presentation
12:51pm
- 1:01pm
SESSION BREAK 1

1:01pm
- 1:36pm

THE BOTTOM-LINE VALUE OF DIVERSE AND INCLUSIVE INFLUENCER MARKETING

People expect more from their favorite brands. Sure, they want quality, value, and a good experience, but they also want brands to support diversity, equality, and sustainability—beyond mere policies and promises. In this session, Sinead will discuss the opportunity brands have to meet this demand through the power of Influencer Marketing. Through a mix of new consumer research and a fresh new case study, she will discuss how:

  • Diverse and inclusive Influencer Marketing programs drive improved engagement
  • Social responsibility enables connection with previously unreached audiences
  • Reflecting the diversity of your customers supports long-term loyalty

Sinead Norenius-Raniere
Vice President, Influencer Marketing & Paid Social Valassis
View Event Recap and Related Materials
1:36pm
- 2:16pm

HOW TO GO BEYOND ORGANIC WITH INFLUENCERS

Influencers are proven to drive impact and results. However, leveraging influencers for posts on their own social channels is just the tip of the iceberg. Influencers are not just a marketing tactic, they are people and highly talented content creators. In this session, hear how to leverage influencers beyond their feeds to add value across paid media, online commerce, sweepstakes, ongoing ambassador relationships and more. Denise will provide examples of how this came to life in Bayer Consumer Health brand Midol's Cycle Diaries. Walk away with not just insights on how to take your influencer marketing to the next level, but also the questions to ask to help you get started.

Denise Vitola (@denisevitola)
VP of Consumer Health Comms for North America Bayer
View Video
2:16pm
- 2:56pm

LEVERAGING TIKTOK INFLUENCERS TO GENERATE MASSIVE VIRALITY

When it comes to branded TikTok challenges, influencers are a huge part of the equation for generating virality. Not only do influencers carry influence, but they help model TikTok challenges and encourage participation. Join Julie Roy, Interim CMO at DSW, and Geoffrey Goldberg, co-founder and CCO of Movers+Shakers creative agency, for an exploration of best practices when working with TikTok influencers. They’ll also cover how DSW leveraged TikTok influencers to generate massive virality and participation, driving brand awareness and brand love.

Julie Roy
Interim CMO DSW
Geoffrey Goldberg
Chief Creative Officer and Co-Founder Movers+Shakers
View Event Recap and Related Materials
2:56pm
- 3:06pm
SESSION BREAK 2

3:06pm
- 3:46pm

WHICH DATA POINTS MOST MOVE THE NEEDLE ON INFLUENCER CAMPAIGNS?

Technology allows us to measure and track influencer data like never before, but which data points matter the most when choosing brand partners & advocates? Kelsey Formost, Director of Content Strategy at leading Influencer Marketing platform Tagger Media, is talking through the 5 data points that move the needle most when it comes to influencer marketing: what they are and where to find them, plus how to measure (and repeat!) campaign success.

Kelsey Formost (@KelseyFormost)
Director, Content Strategy Tagger Media
Jenny Heinrich (@jennyheinrich)
Senior Partner, Global Digital + Influencer Strategy Finn Partners
View Video and Presentation
3:46pm
- 4:26pm

INFLUENCER CONTRACT MUST-HAVES

Whether you are engaging a nano, micro, macro or celebrity influencer, it’s critical to have a solid contract to govern the relationship and protect your brand.  In this session, Frankfurt Kurnit Klein & Selz partners will cover the “must haves” for every influencer contract.  They’ll also touch on the new SAG-AFTRA Influencer Agreement and the Influencer Waiver under the SAG-AFTRA Commercials Contract and unpack the implications of these new agreements for the future of influencer marketing.

Hannah Taylor
Partner, Advertising, Marketing & Public Relations Group Frankfurt Kurnit Klein & Selz
Brian Murphy
Partner Frankfurt Kurnit Klein & Selz
View Event Recap and Related Materials
4:26pm
- 5:00pm

HOW INFLUENCERS HELPED NEW YORK #FIGHTCOVIDNYC

Leaning on influencers as a marketing tactic was a first for NYC Health + Hospitals, which operates all 11 New York public hospitals and more than 70 community clinics in New York City as well as hundreds of COVID-19 testing and vaccination sites.  As part of a public awareness campaign to reach younger audiences and the communities hardest hit by COVID-19, 25 influencers and celebrities with combined social communities of over 9 million followers were brought in, with the goal of encouraging New Yorkers to get tested often. Combating skepticism and misinformation around COVID-19 testing, this influencer marketing greatly raised awareness for the importance of testing in combating the deadly virus and in 2020, NYC Health + Hospitals delivered more than 3.8 million COVID-19 tests. Learn firsthand how NYC Health + Hospitals supplemented traditional advertising with influencers ranging from ballerina, Misty Copeland, actor John Leguizamo, singer Nick Tangorra, rapper Fat Joe, Miss USA 2019 Cheslie Kryst, drag queens Pixie Aventura and Monet X Change and even Maltese dog influencers, among others. In this session, you’ll hear how NYC Health + Hospitals was able to connect with diverse audiences through trusted messengers they actively follow to incentivize action for the public good.

Carmen Boon (@carmeneboon)
Senior Director of Strategic Communications NYC Health + Hospitals
View Event Recap and Related Materials
5:00pm
- 5:05pm

CLOSING REMARKS

Kristi Daraban
Associate Vice President, Social Media Nationwide

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