Digital & Social Committee Thought Leadership

Sephora shared how it fosters relationships with social influencers in a way that drives paid and organic engagement.

Insider Intelligence’s Zak Stambor outlined some of the ways in which marketers can use generative AI tools right now and discussed a key watch-out for those planning to leverage the technology in their marketing efforts.

Lenovo's Social Media Health Index created a scoring system that identified problem areas in social content strategies and gave social leads specific actions to improve performance.

NASCAR discussed how it is executing its influencer marketing strategy to attract the next generation of diverse racing enthusiasts.

Megumi Robinson, VP at Belle Communication, shared how her organization helped The Halal Guys launch its new meatless gyro by building an influencer campaign that leveraged 80 content creators, mostly of the micro variety, to help the brand reach new audiences.

Sonesta Hotels reviewed its first-ever awareness campaign, which came after a period of impressive growth for the hospitality brand and leveraged a partnership with a Hollywood actress who also had a name recognition issue.

SAP’s Zev Krauss and Nicole Bohorad shared how they analyze and assess SAP’s end-to-end consumer journeys to determine how to create seamless user experiences that optimize digital marketing efforts to better achieve business goals.

DiGiorno partnered with a diverse team of TikTok influencers, empowering them to create original content related to the brand’s new product. The result was a campaign that drove a 13 percent increase in new customer acquisition from the brand’s competitors.

Christina Goswiller, VP and group director of social and creative strategy at Digitas, provided a look at the emerging social media platform BeReal, reviewing its history so far, where it may be headed, and sharing some examples of how brands like e.l.f. and Chipotle are already making use of the platform.

Jane Smith, senior director of digital marketing at Merrell, shared how her brand approached creating connections with a wider audience, sharing insights on a social media strategy that was powered by partnerships with influencers and the creation of a new community of hikers.

Audi and M/H shared four key rules the car brand follows to both engage its own fans on social media and to cultivate new fans.

Leveraging key insights about generation Z and a group of TikTok influencers, Madewell created a summer campaign that won over a new audience by celebrating the beauty, functionality, and sustainability of jorts.

Though brands’ interest in the metaverse is very high, the space comes with some major legal and brand safety risks. Keri Bruce, partner at Reed Smith, shared some of the major legal considerations and red flags for brands and advertising lawyers when activating within the metaverse.

R3’s Jason Velliquette shared tips and insights for how marketers can maximize the effectiveness and ROI of their digital campaigns despite current and anticipated data privacy challenges.

Through the Metathon activation, the Degree deodorant brand leaned into its purpose to inspire the confidence in consumers to move more, while challenging what it means to be inclusive in the metaverse.

The Sephora social media and influencer teams gave an overview of the brand’s social media ambassador program, known as the #SephoraSquad.

Debra Aho Williamson of Insider Intelligence highlighted some of the data that makes TikTok an intriguing option for driving online sales, new capabilities TikTok has introduced to make the experience more shoppable, and what brands can do to get in on the growing business opportunities now available on this platform.

Nestlé successfully promoted Hot Pockets by finding a novel way to leverage Twitch, the live-streaming platform so popular with gamers.

Nick Rend, managing director of gaming and esports at NASCAR, shared key insights and thinking from his brand’s first-of-its-kind collaboration with Roblox, an online gaming platform akin to a metaverse.

AT&T’s Mario Artesiano shared insights and details on AT&T’s recent gaming activation which took the brand into the virtual space with partner and gaming organization 100 Thieves.