Brand Activation: Driving Customer Engagement and Results

Opening Remarks

Gena Casciano

Director, Brand Activation, Sponsorship & Experiential Marketing ANA

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

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

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

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

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

Closing Remarks