Coverage of the ANA Digital & Social Media Conference

AI systems are reshaping how consumers discover and choose products, and Kenvue is already adapting. The early work by the company across major brands may signal how marketers must rethink trust, content, and organizational structure to remain visible.

The Activision always-on UGC engine finds and licenses organic creator content, then pushes it into paid media while the conversation is live. The approach could reshape how brands measure campaign success — shifting focus from reach to social conversation.

NRG Home reshaped its programmatic strategy by feeding customer intelligence — lifetime value, home type, and usage data — directly into the Google bidding engine. The results could offer a replicable model for marketers looking to move beyond volume and optimize for the customers that matter most.

Creators are no longer just media partners — they are reshaping how brands launch products and build audiences. Jasmine Enberg of Scalable argues that the $43.9 billion influencer marketing space may demand a fundamentally new operating model.

Lola USA CEO Agathe Guerrier reveals how loosening Porsche's rigid brand framework — not tightening it — may be the key to cultural relevance on social. Four strategic shifts show how prestige brands could grow fandom without sacrificing what makes them iconic.

NASA's Artemis II mission reached 400 million viewers with zero paid media, using participatory campaigns and authentic storytelling to drive global engagement. Communications strategist Thalia Patrinos reveals how the approach could reshape how marketers think about organic reach and audience value.

Perkins turned a fake menu item into a viral moment — without a national ad budget — by pairing creator humor with its comfort-food heritage. The strategy could offer a replicable model for brands navigating tight budgets and fragmented audiences.

Comcast Advertising shared how addressable advertising drives measurable results — boosting awareness, increasing conversions, and delivering significant return on ad spend.

Comscore’s Jackelyn Keller and Paul Desgarabedian reviewed how social media buzz can be an indicator of box office success for movies, using real world examples and providing fodder for marketers interested in maintaining momentum when embarking on partnerships with Hollywood.

For brands, achieving cultural relevance is increasingly elusive. In this video, learn how Don Julio has seamlessly blended digital and real-world experiences to build a brand community that thrives both online and off.

In this video, La-Z-Boy unpacked how it’s traded trend chasing for timelessness with creator-led storytelling that’s getting new generations to put their feet up.

In this session, hear how San Diego's new MLS team was launched without revealing the name, logo, or details, while generating excitement and engagement. The campaign ignited a community-driven movement that had SDFC’s fanbase gearing up for the launch before it officially took place.

USPS’s Operation Santa campaign is a perfect example of digital storytelling that blends 100 years of tradition with modern engagement. In this video, hear how USPS has transformed this experience for people and businesses to easily adopt letters from children and families in need.

In this video, Jordan Randall, Content Director at TikTok, and Lorena Pedetti, Associate Content Director at Dentsu Creative, discussed what goes into developing a fearless voice for your brand and how to lean into it to create content that feels real, relevant, and sometimes unexpected.

This session showcased how a 139-year-old flavor icon is staying wildly relevant — in your fridge, on your FYP, in your DMs, and beyond. From TikTok triumphs to unexpected flavor drops, you’ll hear how Dr Pepper is growing its fanbase by tapping into community, culture, and curiosity.

The first days after a movie's release are critical. In this video, Comscore's Jackelyn Keller and Paul Dergarabedian explored how box office trends and cross-platform social buzz reveal what drives audiences to watch, engage, and convert.

This panel uncovered how brands can now bridge two of the most important media platforms today — social and CTV — identifying high-intent audiences previously hidden behind walled gardens and activating them on CTV.

Therabody's holiday influencer campaign with Digital Voices generated 3 million impressions — 72 percent above target — and achieved 20.5 percent purchase intent comments by partnering with diverse creators including influencers 60 years of age and older to position wellness as a necessity, not luxury.

In this video, Comcast Advertising shared how addressable advertising drives measurable results — boosting awareness, increasing conversions, and delivering significant return on ad spend.

In this video from a session at the 2025 ANA Digital and Social Media Conference, New Balance and agency partner American Haiku discussed its latest “Grey Days” campaign.