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  • Growth of Influencer Marketing Brings New Rewards, Raises Tough Questions

    ANA Magazine   January 20, 2023  

    Spending on influencer marketing is expected to grow to $6.1 billion in 2023 and $7.1 billion in 2024, per Insider Intelligence. But as the market expands, brand managers are starting to ask tougher questions about the advantages — and drawbacks — of using influencers to help boost engagement efforts and land new customers.

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  • What Brands Misunderstand About Influencers

    Industry Insights   January 4, 2023  

    The creator economy is on fire, and brands are turning to influencer campaigns to increase their ROAS as the digital advertising ecosystem shifts and CPMs rise. Unfortunately, most brands fail to work effectively with creators and influencers.

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  • Relationships at the Heart of the Marketing Mix: Lessons from Pizza Hut’s Influence Strategy

    Event Recaps   November 9, 2022  

    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.

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  • Snoop Dogg and Martha Stewart Light Up with BIC

    Event Recaps   November 9, 2022  

    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.

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  • Using the Power of Social to Promote a Transition in the World’s Best-Selling Hiking Boot

    Event Recaps   November 2, 2022  

    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.

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  • Evolving with Creativity

    Event Recaps   October 26, 2022  

    eos CMO Soyoung Kang provided a behind-the-scenes look at how her brand has recaptured cultural relevance by shrewdly leveraging market research, partnering with a roster of TikTok influencers, and embracing a more risqué brand voice that openly talks to customers about how they can “bless their cooch.”

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  • Evolving with Creativity

    Conference Sessions   October 26, 2022  

    In this video, eos CMO Soyoung Kang discussed how her brand has recaptured cultural relevance by shrewdly leveraging market research, partnering with a roster of TikTok influencers, and embracing a more risqué brand voice that openly talks to customers about how they can “bless their cooch.”

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  • Podcasts and Beyond — The Multidimensional Influence of Audio

    Conference Sessions   October 11, 2022  

    Learn how the incredibly powerful long-form influencer marketing of Podcasts can be your “Launch Pod” to developing highly engaging integrated, multidimensional campaigns as Americans tune-in and turn-up audio.

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  • Influencer Marketing That Drives Trust, Engagement, and Results

    Conference Sessions   October 11, 2022  

    In this video, hear directly from radio’s influencers about how they connect with listeners and what it takes to create successful endorsement campaigns for brands.

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  • The Evolution of Ferrara Influencer Marketing

    Event Recaps   September 29, 2022  

    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.

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  • Getting Measurable Results from B2B Influencers

    Event Recaps   September 29, 2022  

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

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  • Amplifying Influencers for a Frozen Food Roll-Out

    Event Recaps   September 29, 2022  

    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.

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  • How and Why Brands Need to Up Their Influencer Game

    Industry Insights   September 29, 2022  

    Influencer marketing is no longer in its infancy. Globally, it now feels like it’s going through its messy teenage years but is quickly moving toward maturity. One sign is the shift from campaign-based influencer interactions to fully-fledged always-on influencer programs.

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  • Domino’s Let This Inexperienced Twitch Influencer Create Its Newest Pizza

    Internationalist Innovation in Media   August 28, 2022  

    With the goal of earning greater market share in the Spanish market by connecting with society’s most active pizza eaters — young people — Domino’s tasked a Twitch influencer who had no culinary background with creating his own “gaming-flavored” pizza. The brand live-streamed the entire process and then sold the resulting recipe in stores.

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  • Synthetic Voices, with Sean King of Veritone

    Marketing Futures Podcast   August 26, 2022  

    Sean King, SVP of Commercial Services at Veritone, joins the podcast to talk about synthetic voices. Created by AI to precisely imitate a specific person's voice, this technology is changing audio marketing as we know it.

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  • How Bissell Went Viral on TikTok with Influencers

    Event Recaps   August 17, 2022  

    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.

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  • 3 Steps to Standardize Measurement in Influencer Marketing

    Industry Insights   August 15, 2022  

    Influencer marketing is growing fast, and the desire to standardize measurement is growing alongside it. The Interactive Advertising Bureau and the Association of National Advertisers are exploring standards to measure the impact of influencer spend, which will be key to evolving the channel as it takes a regular role in the mix alongside search, display, TV, and other advertising staples.

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  • How D2C Brands Can Leverage Influencers and Affiliate Marketing

    Industry Insights   August 1, 2022  

    As D2C brands enjoy hyper-growth mode thanks to consumers’ increasingly digital habits, savvy marketers are looking to influencers and affiliate marketers to expand their reach. The key to running a successful campaign, regardless of which method you choose, is simple: design it around your goals and customers, and the results you desire will follow.

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  • ANA's Influencer Marketing Measurement Guidelines

    Event Recaps   July 19, 2022  

    This session previewed the ANA’s newly-released organic Influencer Marketing Measurement Guidelines. Learn how the new guidelines will help bring greater clarity and consistency to key performance metrics and engagement rate calculations across the major platforms used for influencer marketing.

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  • Denny’s Feeds a New Generation of Creators

    Event Recaps   July 19, 2022  

    Denny’s used an AI-powered tool to identify a group of influencers who would help it develop a new brand platform that would win over younger audiences, while not alienating the brand’s loyalists.

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