Trends in Influencer Marketing (In-Person Only)

when

Start: Thursday, October 12, 2023 at 9:00am

End: Thursday, October 12, 2023 at 3:00pm

WHERE

Nationwide Headquarters
One Nationwide Plaza
Columbus, OH 43215

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration
Registration Client-Side Tier $0 Platinum Tier $100 Gold Tier $200 Silver Tier $350 Individual N/A Nonmember $0

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



Agenda

TIME EVENT DETAILS LOCATION
Thursday, October 12, 2023
9:00am
- 9:45am
BREAKFAST

9:45am
- 9:55am

OPENING REMARKS

Ramon Jones
Chief Marketing Officer and Executive Vice President Nationwide
9:55am
- 10:30am

USING INFLUENCERS & A JINGLE TO LAUNCH A HERITAGE BRAND ON TIKTOK

Nationwide has an iconic jingle that was a natural fit for TikTok’s music-centric platform. Knowing the jingle has historic roots, they wanted to make a splash featuring their artist and musician partners along with influencers, sports talent, and even their own employees. Learn how the brand tapped celebrities from Peyton Manning and Brad Paisley to HER to lead their strategy.

Dace de la Foret
Director of Social Media Nationwide
Nilam Patel
Social Media Influencers and Ambassadors Nationwide
Megumi Robinson
Vice President Belle Communication
10:30am
- 11:05am

HOW MEOW MIX LEVERAGED INFLUENCERS TO BRING A CLASSIC BRAND INTO CULTURAL RELEVANCE

This ain’t no lie: the ‘90s heartthrob JC Chasez partnered with Meow Mix to record a purrfect remix of the brand’s iconic jingle. Launched during America’s Got Talent, Meow Mix’s TV commercial featured the Tabby 5, a cat boy band fronted by Chasez. The ad marked the latest iteration of the Meow Mix ReMix campaign, which reimagines the brand’s iconic tune in a wide range of musical genres, showcasing that cats don’t all sing the same song, but they all “ask for Meow Mix by name.” Learn how Smucker promoted the campaign across TikTok, including through a Q&A video with Chasez and a TikTok duet video where he invited his followers to sing along.

Megan Stinn
Lead, Social Strategy and Activation, Pet The J.M. Smucker Co.
11:05am
- 11:25am
NETWORKING BREAK

11:25am
- 12:00pm

HOW INNOVASIAN HARNESSES CREATORS TO ACCELERATE SOCIAL GROWTH

Hear how InnovAsian cuisine propelled massive, sustainable social growth by assembling social creators to supplement their influencer strategy when social algorithms demanded video-first lifestyle content. Attendees will leave armed with a deeper understanding of the creator economy, how to create trending social content, and how to make your budget work harder.

Amy Cotteleer
Chief Experience Officer Duncan Channon
12:00pm
- 12:35pm

HOW INFLUENCERS CAN FUEL THE FULL CUSTOMER JOURNEY

Church & Dwight’s CPG brands include ARM & HAMMER, OxiClean, Trojan, and ZICAM. In this session, hear from their Director of Digital Strategy on how the almost 200-year-old brand has tapped partnerships with influential creators to integrate their brands into relevant conversations, capitalize on unexpected opportunities to connect with new audiences, and build strong community bonds to create lasting business impact. You’ll also learn how marketers can utilize influencers in the full customer journey.  

Tiffany Pegues
Director of Digital Strategy Church & Dwight
Chloe Parsons
Director, Social Content and Engagement Strategy Razorfish
12:35pm
- 1:35pm
NETWORKING LUNCH

1:35pm
- 2:10pm

INFLUENCER CONTRACTS & PAY CONSIDERATIONS

In a landmark study, “Time to Face the Influencer Pay Gap,” MSL Group uncovered a 29 percent racial pay gap between white and BIPOC (Black, Indigenous, and People of Color) influencers. The gap widens to 35 percent when comparing White and Black influencers’ compensation. And yet, the media value Black creators generate for advertisers often outpaces that of their non-Black peers. According to a June 2023 Nielsen report, in the lifestyle category which makes up 40 percent of paid advertising opportunities, Black creators generate 10.5 times higher media value. Black creators possess immense cultural influence and the ability to deliver strong ROI for brands, but their remuneration lags behind their non-Black counterparts. 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 campaign planning, contract negotiation, usage terms, content approval, and payment.  

Abby Papenfus
Director, Growth + Strategy Belle Communication
2:10pm
- 2:45pm

HOW BACARDI CELEBRATED HIP-HOP WITH INFLUENCERS AT THE VMAS

When your brand rhymes with party, it inevitably gets name-checked in hip hop classics from Mariah Carey to Run-D.M.C. To celebrate its connection to music, learn how Bacardi partnered with MTV and Paramount to honor 50 years of hip-hop culture and the songs, artists, albums, and videos that have defined the genre as the VMA Awards' first-ever spirits partner. Hear how the brand tapped the cultural conversation in the lead-up to and after the Awards, as well as how Bacardi took a 360-degree approach with both experiential and influencer-led social activations. 

Dan Sykora
Vice President, Creative+ Paramount
2:45pm
- 2:55pm

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.