Digital & Social and Media Committee Meeting

This event is in-person only and no virtual option is available.

Breakfast & Registration (9:00 - 9:30 a.m.)

Announcements & Introductions (9:30 - 10 a.m.)

Speaker: 
Leah Marshall, Vice President, Digital & Influencer Marketing, ANA

Journey to the Bottom of the Funnel: Engaging with Readers Through Boosted Content (10:00 -10:30 a.m.)
Online communities like Bookstagram and BookTok are some of the biggest trendsetters. A single hit within those communities can propel a book to the top of the New York Times Bestsellers list. If these communities are setting trends organically, what does that mean for paid marketing efforts and how can we utilize it? Caitlin will walk you through how Penguin Random House is leveraging high-performing organic content in paid advertising through social boosting to drive readers down the marketing funnel.

Speaker: 
Caitlin Lento, Senior Manager, Ad Operations, Penguin Random House 

A Winning Gameplan: How Hellmann’s Tapped into Football Culture (10:30 -11:10 a.m.)
Hellmann’s used the power of partnership and influence to reach new (and unexpected) audiences, getting people to think – and talk – about mayonnaise as more than a condiment. The iconic brand created a one-of-a-kind program that became a key pillar in Hellmann’s larger football strategy, harnessing multiple viral moments that helped build and sustain momentum heading into football season. In this session, you’ll get an inside look into the way Hellmann’s inserted themselves into culture and drove conversations by tapping into sports and the tropes of the industry.  

Speaker:
Jena Sussman, Head of PR and Influencer Engagement, Unilever Foods

Intrepid’s Meet Cute: Harnessing Authentic Storytelling to Power Brand Campaigns (11:10 - 11:40 a.m.)
In this session, learn what happens when meet-cute stories meet the thrill of global travel. Meet Cutes NYC, the popular social media account sharing heartwarming tales of connection, teamed up with Intrepid Travel to create a one-of-a-kind experience. Together, they sent a couple on an unforgettable journey to Costa Rica, blending the romance of storytelling with the transformative power of travel. In this session, hear from both brands as they discuss how their partnership brought this vision to life. Learn how they used Costa Rica’s breathtaking landscapes, local culture, and sustainable tourism practices to craft content that resonated with followers and inspired audiences to see travel as a catalyst for love and connection.

Speaker:
Aaron Feinberg, Co-Creator, Meet Cutes NYC
Jeremy Bernstein, Creator & Founder, Meet Cutes NYC
Tara McCallum, Head of Marketing, North America, Intrepid Travel

The Creator Economy: Extending the Reach of Live Events (11:40 - 12:20 p.m.)

Concerts and festivals no longer end when the music stops – they live on through social media feeds before, during and after. As social media continues to evolve the fan experience, brands have the ultimate stage to connect with millions in real-time through the moments that matter most. In this session, Samantha Sichel, the architect behind Live Nation’s influencer network (CreatorxNation) and Head of Social Product & Digital Innovation, will explore how creators transform concert marketing and ticket sales, turning live events into global cultural milestones. Learn how brands are partnering with influencers to amplify their presence at live events, driving trackable performance while producing dynamic digital content that sparks deeper fan engagement and turns live moments into lasting connections.

Speaker:
Samantha Sichel, Head of Social Product & Digital Innovation, Live Nation

Lunch (12:20 - 2:00 p.m.) 
Join ANA members and our event speakers for lunch following the event.