Day 1 - 22 September 2021

11:30AM

Jim Merk

Brand Director

EyeBuyDirect

Associated Talks:

11:30AM - Day 1

View Building an emotional connection with consumers through a mission-driven brand campaign

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Building an emotional connection with consumers through a mission-driven brand campaign

Due to the pandemic, consumers are focused on making a difference and want to align with brands that support their values. EyeBuyDirect is a mission-driven company and, for this year’s Pride Month, partnered with online superstar Lele Pons on a 360 campaign to show support for the LGBTQ community. The brand launched a Pride collection with proceeds supporting the life-saving work by The Trevor Project. Jim Merk, Brand Director for EyeBuyDirect, will discuss the brand and show how a mission-driven campaign can create a strong connection with consumers.

 

. Jim Merk, Brand Director , EyeBuyDirect
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12:10PM

Salvador Maldonado

Multicultural Media and Marketing Manager

Google

Associated Talks:

12:10PM - Day 1

View Driving Inclusivity Across Digital Marketing

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Driving Inclusivity Across Digital Marketing

2020 was an eventful year for our society that highlighted the importance of continued actions focused on diversity and inclusion. As marketers, it is more important than ever to ensure the world around is reflected in our marketing campaigns in an intentional manner. In this session, attendees will learn about tactics and best practices to drive inclusivity in digital marketing through the lens of some of Google’s largest consumer brands.

. Salvador Maldonado, Multicultural Media and Marketing Manager, Google
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12:30PM

Jimmy Newson

Founder

Moving Forward Small Business

Associated Talks:

05:20PM - Day 1

View How to Generate Better Leads Using Lead Magnets

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Folayo Lasaki

SVP Head of Marketing and Communications

Kevin Hart’s Laugh Out Loud

Associated Talks:

12:30PM - Day 1

View Fireside Chat: Exploring Innovative Brand Strategies to Connect with Your Audience

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Fireside Chat: Exploring Innovative Brand Strategies to Connect with Your Audience

Join Folayo Lasaki, SVP Head of Marketing and Communications at Kevin Hart’s Laugh Out Loud, for an intimate conversation with Jimmy Newson, Founder Moving Forward Small Business on how LOL connects their global comedy brand and culture-driving content to audiences whenever and wherever they want to laugh.
Watch this session to learn:

  • About the innovative brands strategy used across LOL Network platforms to reach more consumers
  • How to maximize consumer engagement across multi-media platforms
  • Why a robust social strategy and strategic brand partnerships are key tactics for successful content marketing
Moderator: . Jimmy Newson, Founder , Moving Forward Small Business
. Folayo Lasaki, SVP Head of Marketing and Communications, Kevin Hart’s Laugh Out Loud
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01:00PM

Carolina Riotta

Senior Marketing Manager, Foods Category

Unilever

Associated Talks:

01:00PM - Day 1

View Building Creative Campaigns of the Future

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Mack Reynolds

Creative Industry Lead

Creative Shop, Facebook

Associated Talks:

01:00PM - Day 1

View Building Creative Campaigns of the Future

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Building Creative Campaigns of the Future

The creative climate has always been shaped by culture, but 2020 greatly changed our responses, relationships, and expectations from creativity and business for the future. Consumers are now pushing for their brands to become more culturally aware, more personal, and more participatory. Facebook’s Mack Reynolds and Unilever’s Carolina Riotto will discuss the work that was done to identify how big culture shifts highlighted five behaviors for what and how we build creativity for the future, and how these themes were incorporated into creative campaigns.

Takeaways:

  • Learn how brands are successfully tapping into consumer’s new behaviors and desires to create content that resonates
  • Get inspired! Learn how our culture shifts can inspire new opportunities, creativity and future work
  • Gain an understanding of the different behaviors and trends discussed and how to incorporate these into your own campaigns
. Carolina Riotta, Senior Marketing Manager, Foods Category, Unilever
. Mack Reynolds, Creative Industry Lead , Creative Shop, Facebook
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01:40PM

Aela Abalos

Senior Engagement Manager & Global Digital & PR Lead

Dove Haircare at Unilever

Associated Talks:

01:40PM - Day 1

View The importance of cultural diversity in brand development & engagement

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The importance of cultural diversity in brand development & engagement

  • The importance of diversity to connect with consumers & build relationships
  • Why understanding your audience & communities can open the door to new brand opportunities
. Aela Abalos, Senior Engagement Manager & Global Digital & PR Lead, Dove Haircare at Unilever
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02:20PM

Elizabeth Schmidt

Vice President of Brand Strategy and Marketing

Threadless

Associated Talks:

02:20PM - Day 1

View Engaging Communities with Impactful Brand Storytelling

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Engaging Communities with Impactful Brand Storytelling

  • How Threadless leverages a community-based approach to its brand strategy
  • Developing content that drives culture and commerce
  • Elevating communities through authentic brand interactions
. Elizabeth Schmidt, Vice President of Brand Strategy and Marketing, Threadless
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