Creator and Influencer Marketing Committee Thought Leadership

Kara Salazar, social business specialist at Southwest Airlines and lead of their influencer program, talked about how Southwest is constantly finding new ways to build successful, diverse, and collaborative influencer partnerships.

Pizza Hut's influencer program sits at the center of its integrated marketing strategy. The company discussed how it is investing in authentic relationships with celebrities, creators, partners, and fans, helping Pizza Hut drive brand love and stay culturally relevant.

At a March 2023 meeting of the ANA’s Influencer Marketing Committee, Neutrogena discussed how to connect your brand with culture and specifically with the culture of younger generations.

The Triscuit brand explained how it capitalized on a celebrity spokesperson to ignite excitement for its crackers.

In this session, Hyundai shared how it drove mass engagement, consideration, and excitement among African American consumers for the 2022 IONIQ 5, its award-winning electric vehicle.

In this session, Influential, an influencer marketing company, shared general insights on how automotive manufacturers can partner with influencers.

In this session, Zeno Group shared how it worked with Turtle Wax for a campaign that scored the brand its best sales year ever, with help from a four-year-old product promoted by influencers on TikTok.

At a November 2022 Influencer Marketing Committee meeting held by the ANA, Pizza Hut and its agency RQ described how they cultivate relationships with and work with three types of influencers: superfans, creators, and celebrities.

At a November 2022 meeting of ANA’s Influencer Marketing Committee, BIC’s Jeany Mui explained how her brand capitalized on the unlikely influencer duo of rapper Snoop Dogg and home décor icon Martha Stewart to highlight the diverse uses of an innovation in the lighter category.

Speakers from Conagra Brands and BabbleBoxx discussed how they implemented a multi-brand product launch that inspired buyer confidence, product awareness, and additional marketing assets to support each brand, all while navigating the hurdles of unique dietary restrictions and a diverse set of perishable food products.

Katie Yun, director of social media enablement at Nationwide, shared insights into how complex industries can execute successful influencer campaigns.

Ferrara’s Brian Camen shared the evolution of influencer marketing for the Ferrara portfolio of brands, successes, and growth opportunities from activations that are applicable to any marketer.

Bissell used a wave of organic content around its Little Green Machine vacuum to launch its first-ever influencer campaign on TikTok, working with seven influencers to create content that was inspired by trends that already existed within the “#cleantok” space.

H&R Block strove to support female college athletes in their efforts to receive equitable sponsorship deals as part of the NCAA’s revised Name, Image, and Likeness (NIL) rules.

Amanda Sorenson of the agency Lytehouse shared some of the fundamentals of working with influencers, including how to select them and measure their performance.

Honda has a storied past of leveraging creators on their social channels for a wide array of executions leading to brand resonance. However, to launch the all-new 2022 Civic Sedan and target a Gen Z audience, the brand developed a campaign entirely made by content creators.

A whole new set of challenges presents itself when you have a travel club made up of C-suite members. Who influences these types of members when they are used to being the influential ones themselves?

Hulu and its partners explained how they promoted the release of a new comedy series with a long-form, influencer-created video.

A canine influencer and his “momager” shared their story and examples of their work.

At a recent meeting of the ANA’s Influencer Marketing Committee, Anheuser-Busch described some of the ways that it capitalizes on partnerships with musical talent to promote its brands, sharing four tips for marketers looking to follow its successful example.