Tuesday, June 28, 2016
|
8:15am
|
Breakfast
|
|
9:00am
|
General Session
|
|
|
CREATING THE "INSPIRATION HIGHWAY" FOR CALIFORNIA*^
Tourism is a major economic driver for California, with travelers spending $122.5 billion in the state. Visit California, a nonprofit organization with a mission to create desire for a California travel experience has put content marketing center stage in its global marketing program. In this session, discover how the brand is creating the ultimate storytelling machine in an effort to continually grow the California brand by addressing key questions such as:
- How can a mature brand migrate a sophisticated advertising program into a robust content initiative?
- How do you create and manage a content ecosystem when there are too many stories to tell and many others telling a similar story?
- What does a content program look like when the message needs to be translated around the globe?
- How do you "right size" your content investment and justify funding using “traditional” metrics?
-
Lynn Carpenter
-
Vice President of Marketing
Visit California
|
|
|
BRANDS AS PUBLISHERS: EQUINOX LEADS THE NEXT WAVE OF CONTENT MARKETING*^
Five years ago Equinox launched a blog called Q with standard content marketing practices in mind: engage existing members and attract new members through brand story-telling. But as awareness grew—fueled by a controversial viral yoga video—the company knew the content could do more. This year, Q by Equinox rebranded as Furthermore and launched a unique sponsorship platform. This is the story of how a branded content site-turned into a revenue generator.
-
Liz Miersch
-
Executive Managing Director
Equinox
|
|
10:40am
|
Networking Coffee Break
|
|
|
1/2 PART MARKETING MAGIC, 1/2 PART MATH: THE CONTENT MARKETING RECIPE FOR GLOBAL BRANDS^
Mountain Dew, one of PepsiCo’s 22 billion dollar brands, has curated a revolutionary Global Content Strategy to help navigate the complex world of content marketing. By combining “marketing magic” with data analysis and optimization frameworks, Mountain Dew is bridging the gap between consumers, content marketing, and results, that’s proven to be a recipe for success. In this session the presenter will share Mountain Dew’s “Glocal” approach for content and how to utilize this strategy to grow global brand equity in a truly authentic way.
-
Manos Spanos
-
Senior Director, Brand Marketing
Mountain Dew
|
|
|
GE: CONTENT MARKETING THROUGH STORYTELLING & CREATIVE EXPERIENCES^
At GE, content marketing thrives through innovation in the digital marketing space. Discover how GE leverages cutting edge creative and media content through brand storytelling through their partnership with the Tonight Show and Jimmy Fallon to reach their key customers.
-
Alexa Christon
-
Head of Media Innovation
GE
|
|
12:30pm
|
Luncheon
|
|
|
BENJAMIN MOORE PAINTS A NEW CONTENT MARKETING PICTURE*^
With the launch of its new “Is It Still Paint” campaign Benjamin Moore is challenging the paint industry as never before. Using an integrated marketing approach that pushes content through TV, digital, radio and print, the brand is emphasizing its unique formulations. In this session, the presenter will share the strategy behind what is driving the new vigor and creativity that is leading its content marketing efforts.
-
Chris Connelly
-
Vice President, Brand & Product Strategy
Benjamin Moore
|
|
|
GERBER RECONNECTS WITH MILLENNIAL MOMS THROUGH CONTENT*^
In 2015, Gerber, America’s most iconic baby food, was facing declines in their 3rd Foods business. Research revealed that millennial moms were skipping 3rd foods and going straight to table food, due to their desire to save money and welcome baby to the family table. To combat this business problem, Gerber’s developmental experts created Lil’ Bits Recipes, designed to help babies learn to chew. Using both branded and user generated content, Gerber created “Chew U”, a fictional school dedicated to teaching baby how to chew with the help of Gerber Lil’ Bits Recipes. The content rich “Chew U” campaign resulted in Gerber being the #1 baby food brand on Instagram, and the campaign was a 2015 Effie winner.
-
Terri Meyer
-
Co-Founder
Terri & Sandy
Alberto Hernández López
Head of Marketing – Cereal, Meals and Drinks
Gerber US & Nestle S.A.
|
|
3:00pm
|
Conference Adjournment
|
|