Influencer Marketing: Navigating the Trends (Presented by NBCU) (In-Person Only)

OPENING REMARKS & MEMBER INTRODUCTIONS

GAME-CHANGING MARKETING MOMENTS

Join NBCU for an inside look at how they’re tapping into sports moments and major sporting events with content, creators, and campaigns that resonate with audiences worldwide.  

Seth Cole

Senior Vice President, Head of Sports & Olympic Marketing NBCUniversal

MIRALAX: CLOSING THE GUT GAP WITH INFLUENCERS

In this session, learn how MiraLAX turned the taboo topic of gut health into a transformative marketing movement with its groundbreaking "Gut Gap" campaign. Following a successful celebrity launch featuring the stars of Broad City, MiraLAX engaged influencers to sustain the conversation around gut wellness and constipation. This session dives into how influencers extended the campaign’s reach, destigmatized the topic, and turned an uncomfortable conversation into a meaningful dialogue. Discover the strategies behind leveraging authentic voices to drive awareness, foster community, and create impactful health messaging.

Danielle Goonan

Senior Director, Strategic Communications, Brand PR, Social & Influencer Bayer

SWEET SUCCESS: OREO x POST MALONE

In this session, learn about OREO’s collaboration with music sensation Post Malone as the Mondelez marketing team gives you a behind-the-scenes look at this innovative campaign, exploring how the iconic brand leveraged star power to amplify their messages and engage key audiences. From the creative strategy to the execution, hear how aligning with the right talent elevated this campaign and delivered on campaign KPIs.

Nicole Fischer

Senior Brand Manager OREO

MEET ME AT THE MALL: HOW SIMON TAPPED INFLUENCERS TO ATTRACT GEN Z TO BRICK-AND-MORTAR

Discover how Simon Property Group which owns nearly 200 malls in the US is redefining mall culture for a new generation. In this session, Simon’s Senior Vice President of Marketing will unveil the strategy behind their innovative Meet Me @the Mall campaign, a nostalgia-driven initiative that partnered with over 250 influencers and creators across platforms like TikTok, YouTube, and Instagram to celebrate malls as hubs for shopping, dining, and connection. Explore how the campaign tied into Gen Z’s love of offline experiences and built loyalty through content spanning fashion, beauty, and food. Gain insights into how they leveraged Netflix, Hulu and other streaming services to showcase the campaign beyond social media as part of their broader vision to modernize the mall experience.

Christa Dabkowski

Senior Vice President, Marketing and Communications Simon Malls

HOW TO MAXIMIZE PAID MEDIA IN INFLUENCER MARKETING

In this session, gain a better understanding of how marketers can make the most of their influencer marketing including leveraging creator partnerships in programmatic advertising, CTV, digital out-of-home, retail media, livestream, and other channels. By taking these partnerships outside the confines of sponsored posts and social media, learn how to optimize your influencer collaborations as the creator economy expands into the larger marketing ecosystem. 

Minda Smiley

Senior Analyst, Social Media EMARKETER

HOW CHIPS AHOY MMMPROVED WITH KEKE PALMER

Discover how Chips Ahoy undertook its most extensive recipe reformulation in nearly a decade and paired it with an innovative marketing campaign fueled by celebrity partners, digital-first marketing, and engaging experiential activations. Learn how Keke Palmer’s involvement amplified the brand’s messaging across digital and social, and a how a Malibu sweepstakes generated buzz and first-party data. Gain insights into how Chips Ahoy’s marketing strategies repositioned the brand and resonated with Gen Z consumers.

Sabrina Sierant

Senior Director US Chips Ahoy!

CLOSING REMARKS

BEHIND THE SCENES TOUR AT 30 ROCK