Thursday May 9th - 9:30 AM - 10:30 AM
Sparking brick-and-mortar and e-commerce sales through premium influencer marketing beyond social
Our panel of experts will provide an insightful view with case study examples to demonstrate the process of leveraging a talent’s creativity to take the power of influencer marketing beyond platforms such as Instagram, YouTube, and Facebook to create inclusive live experiences where consumers interact with the talent and the brand in an actual retail environment. The talent-infused branded experiences allow marketers to connect with diverse shoppers in a deeper, more meaningful way to drive a deeper value for the brand and retailer.
Our message is that real-life brand engagements (retailtainment) generates sharable moments that drive the social conversation and ultimately leads to sales transactions. We'd like you to share a retailtainment case study that included a celebrity, athlete or influencer, that generated a conversation and ultimately affected sales. We'd like to focus on experiences that include Talent, as we are advocating for diversity and inclusiveness when selecting Talent for influencer and experiential activations. We'd also like to hear your thoughts on scaling IRL events (in real life events) with the use of content and media. The following is a foundational quote that describes how social sharing has transformed the art of experiential: "What’s changed around experiential is the shareability it gets you,” says Andy Pharoah, VP of corporate affairs and strategic initiatives for M&M’s parent company Mars. “Social changes everything because to succeed you need to create content that engages. Experiential for us without some kind of social amplification would be not really worth it.” – AdWeek 2017"
April Carlisle is the Vice President of Shopper Marketing for National Retail Sales at The Coca-Cola Company.
She oversees all marketing activities within the portfolio that drive value creation strategies and sustainable growth within the context of a retailer or e-tailer.