Content & Digital Brand Strategy

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.

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.

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

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

• The importance of diversity to connect with consumers & build relationships
• Why understanding your audience & communities can open the door to new brand opportunities

• How Threadless leverages a community-based approach to its brand strategy
• Developing content that drives culture and commerce
• Elevating communities through authentic brand interactions