Brand Activation: Driving Customer Engagement and Results

Join us for this virtual event to hear how leading marketers are employing brand activation, the art of driving consumer action through brand interaction and experiences, to drive results. Brand Activation marketing brings brands to life via meaningful touchpoints and experiences that form long-term emotional connections, creating trial, awareness, brand love and loyalty. Campaigns take many forms and may involve some or all of the following:

  • Experiential Marketing
  • Promotion Marketing
  • Content Marketing
  • Shopper / Commerce Marketing
  • Relationship Marketing
  • Influencer Marketing

when

Start: Tuesday, December 1, 2020 at 11:00am

End: Tuesday, December 1, 2020 at 2:00pm

WHERE

Virtual Event (Eastern Time)

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration
Virtual Client-Side Tier $0 Platinum Tier $49 Gold Tier $99 Silver Tier $149 Individual $249 Nonmember $249

For issues processing your registration or to ask further questions about this event, please contact registration@ana.net


Agenda

TIME EVENT DETAILS LOCATION
Tuesday, December 1, 2020
11:00am
- 11:05am

Opening Remarks

Gena Casciano
Director, Brand Activation, Sponsorship & Experiential Marketing ANA
11:05am
- 11:40am

LIVING OUR STORY - IN THE GOOD TIMES AND THE BAD

Hear how Ulta Beauty crafted and brought to life the meaningful brand purpose that has become the company’s true north and has been key to strengthening its bond with consumers throughout a very unexpected 2020.

Shelley Haus
Chief Marketing Officer Ulta Beauty
11:40am
- 12:15pm

BUILDING A GLOBALLY CONSISTENT BRAND WITH LOCAL RELEVANCE

Vans doesn’t just talk about creative expression, they actively enable it through products, platforms and campaigns that pivot on being globally consistent with local relevancy. Vans has built lifetime brand loyalty with newcomers, fandoms and loyalists alike grounded in its “Off The Wall” brand ethos. Learn the importance of creating meaningful grassroots interactions and experiential marketing efforts that build authentic touchpoints with consumers across the globe.

April Vitkus
Senior Director, Global Brand Marketing and Strategy Vans
12:15pm
- 12:50pm

KEEPING AMERICA SAFE

The Air National Guard, the smallest of the U.S. Military branches, had not been advertising for almost 3 years.  As a result, they weren’t reaching their recruiting goals, especially for people who had the critical skills required for cybersecurity and tactical aircraft maintenance. With a shortage of the right people, the Air National Guard could not fulfill their mission of defending America's skies and helping Americans during natural disasters. Hear from the Air National Guard and JacobsEye Marketing on how they crafted a multi-pronged marketing outreach campaign that concentrated on large population centers (including the NYC metro area) that targeted residents who fit the required profiles.  This Gold REGGIE Award winning campaign not only met results but exceeded them.

Shane Rogers, SMSgt
Advertising Marketing Manager Air National Guard, NGB/A1YA
Don Dixon
Chief Operating Officer JacobsEye Marketing
12:50pm
- 1:25pm

USING DATA TO DRIVE INFLUENCER MARKETING EFFECTIVENESS

Influencer marketing is more relevant than ever: social media consumption and social commerce are on the rise, and consumers are looking to influencers for inspiration and product recommendations. But influencer marketing remains challenging for many brands—how do they know who the right influencers are, and more importantly, how can they tie their spend to sales and show a return on investment? In this session, Inmar Intelligence will share research collected in partnership with Retail Dive’s Brand Studio as it relates to the critical role of data within Influencer Marketing. Their research revealed three misconceptions that highlight a vast opportunity for brands to optimize their influencer strategy in order to boost their sales through these channels. We’ll explore those three misconceptions and share solutions that can help brands level up their influencer marketing.

Leah Logan
Vice President, Media Products Inmar Intelligence
Andrea Port
Director, Public Relations & Social Marketing Kohls
1:25pm
- 2:00pm

EXPANDING DIVERSITY IN THE WINE INDUSTRY THROUGH COMMUNITY SUPPORT AND INCLUSION

Join Barefoot Wine as they discuss how Barefoot has taken a stance to expand diversity in the wine industry through community support and inclusion. The session will discuss Barefoot’s We Stan For Her campaign, which celebrates the beauty of black women, and will highlight Barefoot’s LGBTQ+ initiatives including limited edition packaging benefitting Free Mom Hugs and influencer partnerships with its “House of Barefoot” program

Dan Vu
Director, Marketing Barefoot Wine
2:00pm
- 2:05pm

Closing Remarks


Cancellation Policy and Notes

No refunds will be granted for any cancellations or for 'no shows.' Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. You may transfer your registration to a colleague at no additional cost.