The New Rules of Digital & Social | Presented by NBCU (In-Person Only)

OPENING REMARKS & MEMBER INTRODUCTIONS

Julie Weitzner

SVP, Brand & Media ANA

BUILDING CULTURAL RELEVANCE DURING LIVE EVENTS: DEGREE’S FIFA WORLD CUP PLAYBOOK

How do you break through during one of the most crowded cultural moments in the world? Learn how Degree built a dynamic FIFA World Cup campaign that balanced brand storytelling with real-time creativity and transformed fan passion into content that traveled beyond the tournament into fans’ social feeds. From large-scale user-generated content to man-on-the-street interviews, hear how the campaign captured the emotion, energy, and excitement of the tournament while keeping fans at the center of the story. Attendees will learn how Degree created culturally resonant content at scale, balanced brand objectives with authentic creator voices, and turned live sports fandom into measurable engagement. The session will also explore lessons learned around real-time production and building cross-platform campaigns. Perfect for marketers looking to create relevance during tentpole cultural events, this session offers a practical playbook for blending creators, community, and live experiences into one cohesive campaign.

Chris Symmes

Head of Marketing Degree

FROM CAMPAIGNS TO CONTINUITY: HOW BODYARMOR SCALES CREATOR MARKETING

As creator marketing matures, brands are moving beyond one-off activations toward always on programs built for long term impact. In this session, learn how BODYARMOR shifted from campaign based creator efforts to a scalable, always-on approach that delivers consistent results year round. Hear how BODYARMOR thinks about creators not as transactional media placements, but as creative partners rooted in brand fit, shared values, and cultural relevance. From selecting the right creators to building the infrastructure needed to scale effectively, this session will share practical insights on how to grow an always on creator ecosystem that drives measurable business outcomes while preserving authenticity and creative integrity.

Danielle Hughes

Vice President of Communications BODYARMOR Sports Nutrition

HOW FASHION CREATORS ELEVATE LUFTHANSA’S TRAVEL EXPERIENCE

To raise awareness among younger audiences about Lufthansa’s commitment to fashion and style, hear how the airline partnered with creators in the luxury fashion niche to spotlight the connection between fashion-forward travel and a premium flying experience. Creators documented their journeys from an exclusive New York Fashion Week lunch with Vogue to traveling to Milan Fashion Week, sharing their flight experience and fashion week access with their Instagram audiences. Through a mix of in-feed posts, stories, and reels, creators captured the full journey from airport moments to behind-the-scenes access at high-end brand events hosted with W Magazine. This session will explore how thoughtful creator selection, cultural moments like fashion week, and immersive travel storytelling converged to deliver a campaign that resonated with younger, style-driven audiences globally.

Daniel Mora

Brand Partnerships & Influencer Marketing Lufthansa

BUILDING A SOCIAL GROWTH ENGINE IN A HIGHLY REGULATED INDUSTRY

In an era of fragmented media and rising pressure to prove marketing effectiveness, Prudential sought to transform their social efforts from a communication channel into a business growth opportunity. This session explores how a 150-year-old financial services brand is leveraging creator partnerships, social-led creative, and advanced measurement to drive both cultural relevance and business results. Learn how Prudential uses creators not simply as influencers, but as creative partners and translators of complex financial topics; how social insights are shaping content across the marketing ecosystem; and how Marketing Mix Modeling is helping connect engagement and brand impact to business outcomes. 

Jennifer Mahovlic

VP, Media and Analytics Prudential Financial

CONTENT TO CONVERSION: INSIDE NESTLÉ HEALTH SCIENCE'S GROWTH PLAYBOOK

Health and wellness brands face a unique challenge: consumers are skeptical, the landscape is highly regulated, and trust is earned slowly over time. The brands breaking through are doing so with a powerful combination of serialized content, creator partnerships, and always-on social campaigns. In this session, you'll get a behind-the-scenes look at how Nestlé Health Science executes this at scale, from activating creators across the full funnel and building effective agency-brand partnerships to leveraging AI to drive greater results and efficiency.

Sona Jones

Head of Brand Experience Nestlé Health Science

SESSION 6

CLOSING REMARKS

Julie Weitzner

SVP, Brand & Media ANA