Brand Activation: Connection with Consumers - Presented by Blue Chip

Leah Marshall

Director, Influencer Marketing ANA

THE NEW RULES OF BRAND ENGAGEMENT

The COVID-19 pandemic forced brands to dramatically alter their creative messaging overnight. Brand messaging quickly shifted from product to purpose, from promotion to partnership, all while infusing empathy and relevance. Also, the channels through which marketers reached consumers changed. Brands were forced to relate to consumers on a more personal level than ever before. This moment in time marks a shift in consumer relationships with brands. So, what lessons will brands take into the future of how and where to connect with consumers? We’ll break down what this change represents and the new rules of engagement for brands going forward

Stanton Kawer

CEO Blue Chip

HOW BLACK FOREST GUMMY BEARS PARTNERED WITH SOCIAL INFLUENCERS FOR SOCIAL GOOD

In light of the catastrophic wildfires across the country, the Black Forest team worked with The National Forest Foundation on a new social campaign timed with #NationalLoveATreeDay. For every tree emoji that was “planted” in the post's comments, they committed to planting a tree in areas affected by wildfires. The team took a creative and unique approach to amplify the campaign, engaging social media influencers and tracking the forest growth progress in real time on social, all which helped the brand plant 100K trees. 

Brian Camen

Director of Digital, Social & Community Ferrara Candy Company

PANERA BREAD'S PANDEMIC PIVOT AND THE ENTREPRENEURIAL SPIRIT BEHIND IT

Rising to the occasion during difficult times is what great companies do.  Join Panera Bread to learn how they rapidly launched two new concepts, Panera Grocery and Panera Curbside, and also formed partnerships with the USDA, with Chef Jose Andres and the World Central Kitchen, and with “Meals for Heroes” enabling food delivery to over 800 hospitals. Scott will also share about Panera and Feeding America’s involvement in the celebrity-fueled movement, “Together Without Hunger” and a heartfelt campaign shining the light on Panera’s delivery drivers. 

Scott Nelson

Vice President, Marketing Panera Bread

GETTING (S')MORE OUT OF YOUR SEASONAL EXPERIMENTAL CAMPAIGN

Following their highly successful “Be an Outsider at Work” campaign, outdoor retailer L.L.Bean set out to launch their next major summer activation. This time, instead of focusing on work, L.L.Bean turned their attention to the thing that matters most to people: their families. Learn how L.L.Bean encouraged consumers to get “S’more Out of Summer” with their family and friends. Speakers will provide tips on how to launch a successful seasonal experiential campaign on a national scale and ways to engage multiple consumers simultaneously through a shared experience.

Michele Martin

Senior Manager, Brand Amplification L.L.Bean

Leah Marshall

Director, Influencer Marketing ANA