ANA Digital and Social Members-Only Conference Hosted by Molson Coors (In-Person Only)

WELCOME REMARKS

Leah Marshall

Senior Director, Influencer Marketing ANA

MILLER HIGH LIFE X PLANTERS®: A MATCH MADE IN THE HIGH LIFE

When two iconic brands that pair perfectly together partner-up, it delivers results. This summer, Miller High Life and PLANTERS® joined forces to help achieve mutual brand goals through the entire funnel: from winning new brand fans to building baskets at retail. In this presentation, they'll crack open how the partnership strategically formed and how High Life leveraged it to deliver impact in store and through media.

Lucy Bloxam

Global Brand Marketing Manager Molson Coors Beverage Company

WARNING, MAY CAUSE DELICIOUS CRAVINGS: HOW CULVER'S TACKLES TIKTOK

There are over 700 million videos posted to TikTok each month, which can make it a challenge for brands to stand out. Learn how Culver's tackles the trials of battling the algorithm and breaking through the content clutter by implementing a content strategy specific to this new(er) channel. This session will share how Culver's has approached various trends, creator partnerships and advertising on TikTok since late 2020 and how they've implemented their brand voice to fit a new target audience, focusing on successful activations and opportunities they’ve learned from. 

Liz Haferkorn

Senior Marketing Manager Culver’s

THE WINNING RECIPE BEHIND THE KITCHENAID COLOR OF THE YEAR CAMPAIGN

For the fifth year in a row, KitchenAid launched its “Color of The Year” campaign in February and said "Hi to Hibiscus". You’ll hear how the brand celebrated its style and design leadership by hosting a fashion presentation at 2023 New York Fashion Week in collaboration with celebrity designer and stylist Marta Del Rio. Learn how the capsule collection showcased seven one-of-a-kind, avant-garde designs inspired by the iconic KitchenAid Stand Mixer’s bold shapes, and how the brand used the power of color to tell its story through organic social, content partnerships, and influencers tapping global trends and culture while inspiring those in the kitchen and beyond.  

Mitchell Cooper

Brand Manager KitchenAid Whirlpool Corporation

SWEETARTS NOW PRESENTING: FUELING CONSUMER ACTION IN A CLUTTERED DIGITAL CLIMATE

In order to create authentic connections and drive mutual engagement between SweeTARTS and their core Gen Z audience, the brand sought out to reimagine what a “film festival” could be for a new generation of aspiring digital storytellers and creators. The SweeTARTS Film Fest on TikTok unleashed everyday creators to share their creativity in a typically exclusive film category, resulting in a powerful call to action and strong brand engagement. Learn how SweeTARTS created an award-winning campaign that tapped into unique ad formats, culturally relevant influencers, and earned media to break through with Gen Z.

Jenny Brownson

Sr. Brand Manager, SweeTARTS Ferrara Candy Company

TAPPING INTO CULTURAL MOMENTS WITH CREATOR-LED CAMPAIGNS

The media landscape is fragmented. That's why brands must look for innovative ways to drive relevance and deepen relationships with consumers across multiple channels. To keep brands relevant, marketers need to ride the waves of culture and partner with creators to join the conversation. One of the most significant cultural moments is the Super Bowl.

Join UScellular’s Zach Pospisil, The Martin Agency’s Allie Nordstrom, and Open Influence’s Suzanne Mead as they delve into “Phones Down for 5,” a successful campaign that tapped into the Super Bowl LVII audience. The campaign enlisted creators to re-enact moments during the game that could have been missed while viewers looked at their phones. The session will offer key takeaways on best practices for navigating successful creator partnerships.

Zach Pospisil

Digital and Social Media Strategist UScellular

HOW UNITED AIRLINES ENLISTED OSCAR THE GROUCH TO ACHIEVE NET ZERO BY 2050

United Airlines has hired Oscar the Grouch as its first-ever chief trash officer. The partnership features Oscar in over 30 pieces of original video, digital, social, and out-of-home content following Sesame Street’s iconic trashcan-dweller from the airline’s job-listing to assuming the C-suite role in a cushy office, alongside real United employees. Learn how United is leveraging the Muppet influencer to drive toward net zero by 2050, ensuring the greenhouse gases going into the atmosphere are balanced by removal out of the atmosphere.

Dana Hughes

Head of Films & Special Projects, Global Advertising and Social Media United Airlines

CLOSING REMARKS

Leah Marshall

Senior Director, Influencer Marketing ANA

Join ANA members, marketing leaders, and our event speakers following the event for a happy hour featuring complimentary beverages courtesy of Molson Coors!