Conference Agenda

WELCOME REMARKS

Brian Camen

Senior Director, Content & Public Relations Ferrara Candy Company

HOW THERABODY USED CREATORS TO DRIVE PURCHASE INTENT OVER THE HOLIDAYS

Therabody, the wellness tech brand known for its science-backed recovery devices, wanted to cut through the holiday noise in the US with a powerful message: wellness is not a luxury — it’s a necessity. To help them achieve that, Digital Voices launched an influencer campaign on Instagram focused on driving brand awareness and purchase consideration ahead of the busiest retail season of the year. This session will break down how they partnered with a diverse range of creators including several 60+ influencers to tell authentic, relatable stories around self-care and recovery. Learn how they strategically aligned content with the cultural conversation around wellness, mindfulness, and everyday routines and surpassed all performance benchmarks, proving that impactful creator campaigns resonate far beyond younger audiences.

John Solomon

CMO Therabody

WHAT TRUE CRIME TELLS US ABOUT STICKINESS, TRUST, AND INFLUENCE

Leah Reis-Dennis

Head of Podcasts Audacy

POPCORN + POSTS: USING BOX OFFICE DATA AND SOCIAL BUZZ TO POWER SMARTER MARKETING

The first days after a movie's release are critical—box office revenue and streaming success often depend on early performance across screens and social platforms. Join Comscore's Jackelyn Keller and Paul Dergarabedian as they explore how box office trends and cross-platform social buzz reveal what drives audiences to watch, engage, and convert. This session uncovers genre patterns, rating-based lifecycle curves, and standout titles that defied streaming expectations. For brands, publishers, OEMs, and ad tech platforms, these insights unlock smarter marketing strategies—from pre-release campaign planning to post-release optimization—helping ensure titles not only open strong but sustain momentum across platforms.

Jackelyn Keller

Chief Marketing Officer Comscore

HOW ALWAYS-ON CREATOR MARKETING DRIVES RETAIL & E-COMMERCE GROWTH

In today’s fragmented retail landscape, consistency is key—and so is authenticity. In this session, learn how an always-on creator marketing strategy helped fashion brands Democracy and Wit & Wisdom build long-term momentum across both e-commerce and retail channels, including Nordstrom. Hear how the female-founded denim brands’ commitment to Curve Equality, comfort, and style has been elevated by a dynamic community of creators across Instagram, TikTok, and YouTube Shorts—turning real stories from real women into real results. Walk away with actionable insights on forging creator partnerships that don’t just echo your brand values—they amplify them, spark cultural relevance, and deliver undeniable business impact.

Amy Randall

CMO Democracy Clothing

CLOSING REMARKS

Brian Camen

Senior Director, Content & Public Relations Ferrara Candy Company

BREAKFAST AND ROUNDTABLE DISCUSSIONS

BREAKFAST SESSION: STORY JUNKIES: THE HIDDEN FORCE BEHIND TECH TRENDS AND AUDIENCE ENGAGEMENT

In a world where attention is currency, storytelling is your most powerful asset—and it’s being radically redefined by technology. Join Brian Brown for an insight-rich session at the intersection of narrative and innovation.

From Spatial Computing to XR, discover how emerging tech is transforming not just how stories are told, but how audiences experience and engage with them. This is where emotional resonance meets immersive technology—and where the future of branded content is being shaped.

Brian will unpack how our innate drive to tell stories fuels breakthrough platforms and formats—and what that means for marketers, creators, and agency leaders looking to stay ahead of the curve. If you're building brands, crafting experiences, or driving cultural relevance, this session is your front-row seat to what’s next.

Brian Brown

SVP of Creative Innovation Razorfish

SPONSOR OPENING REMARKS

Jordan Randall

Content Director TikTok

ANA'S ROADMAP IN THE SHIFTING DIGITAL LANDSCAPE

In an era of rapid change powered by the rise of AI, marketers face challenges and opportunities as digital and social media face disruption. Hear from the ANA’s CEO Bob Liodice as he provides insights into navigating today's dynamic ecosystem. This session will dive into key areas including the evolving landscape of creator, commerce and social media marketing.

Bob Liodice

Chief Executive Officer ANA

CONFERENCE HOST REMARKS

Brittany Clauss

Director, Brand Marketing & Media Strategy United Airlines

CRACKING THE VIRALITY CODE: HOW E.L.F. BEAUTY GETS MILLIONS OF VIEWS & EXPLOSIVE GROWTH

Every brand wants to crack the virality code, and e.l.f. consistently turns conversation and content into long-lasting brand love.  Go behind the scenes with e.l.f. and its agency Movers+Shakers and learn how to “stay out of your lane” by pushing outside your vertical- learn how e.l.f. used the True Crime genre to win over consumers with its multi-award winning Cosmetic Criminals campaign. You’ll also hear how to lead trends versus just following. Great brands move at the speed of culture but breakthrough brands create culture. Learn what it takes to do this and how to tune in to what customers actually want and deliver it on a silver e.l.f.-ing platter!

Patrick O’Keefe

Chief Integrated Marketing Officer e.l.f. Cosmetics

HOW LOWE’S & MRBEAST ARE RESHAPING RETAIL WITH CREATORS

Discover how Lowe’s is redefining retail with its first affiliate creator network, launched in partnership with YouTube sensation MrBeast. From connecting with Gen Z and Gen Alpha consumers to influencing family buying decisions, Lowe’s is leveraging over 17,000 creators to drive loyalty, ecommerce traffic, and brand engagement. Hear from Lowe’s Head of Social, Influencer & Content about the strategy behind this innovative approach, the sponsorship of MrBeast’s “Beast Games,” and how gamified DIY projects and storefront partnerships are reshaping customer experiences. Learn why this model is setting a new standard in retail marketing and their ambitious plans for expansion to 50,000 creators by 2028.

*Please note: This session is available for live viewing only and will not be accessible on-demand.*

Jonathan Stanley

Director – Head of Social, Influencer & Content Lowe’s Companies Inc.

FIRESTARTER SESSION BY COMCAST: MAXIMIZING EVERY AD DOLLAR WITH ADDRESSABLE ADVERTISING

Amber Perry

Director, Data Activation & Partnerships Comcast Advertising

#IYKYK: HOW DON JULIO TEQUILA IS SCALING CULTURE GLOBALLY 

For brands, achieving cultural relevance is increasingly elusive— audiences move fast, trends shift overnight, and attention is hard-won. True success comes from an audience-first approach that nurtures community across both digital and physical worlds, embedding the brand in culture rather than just appearing in it. In recent months, Tequila Don Julio has exemplified this strategy in action—sparking conversation and building meaningful connections at scale. From wiping and consolidating its social channels to establish a unified brand voice that brought Día de Muertos to the world, to the launch of “194구”  with superstar DJ Peggy Gou, hear how the brand has seamlessly blended digital and real-world experiences to build a Don Julio community that thrives both online and off.

Colleen Saporito

Vice President, Marketing Strategy GALE

FROM MIDLIFE CRISIS TO MARKETING GENIUS: HOW CALIFORNIA PIZZA KITCHEN TURNED A HOAX REBRAND INTO 21 MILLION IMPRESSIONS

What happens when a beloved pizza chain fakes an edgy rebrand? You get one of the most talked-about marketing campaigns of the year. California Pizza Kitchen (CPK) leveraged its 40th anniversary to parody the trend of over-the-top corporate rebrands, staging a “midlife crisis” that temporarily transformed its classic family-friendly identity into a rave-inspired, silver-chrome spectacle. In this session, CPK will share the behind-the-scenes story of how extensive brand research, cultural insight, and a bold sense of humor came together to create a campaign that generated 21 million social impressions and sparked both confusion and applause. Discover how CPK balanced reverence for its heritage with a willingness to embrace shock value, why parody can be a powerful tool in modern marketing, and what lessons this campaign offers for brands looking to stay relevant in a crowded digital space.

Ashley Ceraolo

Senior Vice President, Marketing California Pizza Kitchen

THE SWEET, THE SOUR AND THE NUTTY: INSIDE TIKTOK’S BIGGEST BRAND PERSONAS

Jordan Randall

Content Director TikTok

PLAN NOW, WIN LATER: ACTIVATE SMARTER CAMPAIGNS WITH AI-POWERED DATA

Jonathan Ricard

Chief Strategy Officer Resonate

NO LOGO, NO TEAM, NO PROBLEM: HOW SAN DIEGO FC LAUNCHED A BRAND STRATEGY HINGED ON COMMUNITY

In an era where brands focus on boosting name recognition, digital and social strategies have become go-to solutions. But what if the focus isn’t just glorifying your brand name, but about strategically uniting and engaging the community around you through these channels? Hear how San Diego's new MLS team was launched without revealing the name, logo, or details, while generating excitement and engagement. The campaign ignited a community-driven movement that had SDFC’s fanbase gearing up for the launch before it officially took place. Anchored by the “Chrome Ball Tour,” an interactive county-wide experience where an 8-foot chrome soccer ball, representing San Diego’s 18 cities, became a symbol of unity and excitement for the team. Using only one third of the allocated budget, learn how the campaign achieved 8,000 season ticket deposits (700% above the goal), broke MLS merchandise records in just two hours, and sold 65% of stadium seats in under six months, all while resonating with diverse communities across the county.

Sebastián Morúa

SVP of Brand, Marketing & Community San Diego FC

UNLOCKING CULTURAL IMPACT: THE POWER OF DISNEY’S CREATOR NETWORK

The power of Disney social clearly has fans’ attention as the #1 Most Followed and Most Engaging Media Company with 991M average monthly engagements. Whether it’s sports, entertainment, streaming or live events, Disney drives the conversations that shape and influence culture. We’ve taken these personal connections to the next level with the tremendous growth and diversity of Creator Networks that provide new opportunities for brands to engage influencers’ communities within shared experiences and passion points (e.g., travel, beauty, etc.). This session is a call to action for marketers, brand leaders, and collaborators who are looking to understand how to unlock the power of Creators and shape the future of storytelling and influence at the intersection where passion meets performance.

*Please note: This session is available for live viewing only and will not be accessible on-demand.*

Anastasia Ali

Vice President, Inclusive Marketing & Audience Growth The Walt Disney Company

FIRESTARTER SESSION BY USPS: OPERATION SANTA: A LEGACY OF GIVING, DIGITALLY AMPLIFIED

USPS’s Operation Santa campaign is a perfect example of digital storytelling that blends 100 years of tradition with modern engagement. Hear how USPS has transformed this experience for people and businesses to easily adopt letters from children and families in need.

Eddie Alvarran

Manager, Customer Marketing Mail USPS

HOW DUDE WIPES BUILT A 7-FIGURE TIKTOK SHOP (WITHOUT ADS)

In this session, learn how DUDE Wipes is crushing their TikTok Shop by enlisting 14,000+ unpaid hype people (aka affiliates), running 50+ hours a week of chaotic livestreams, and repurposing every weird video they could get our hands on. They’ll cover how AI helps them make content at scale, why they pay their ambassadors in gas money and good vibes, and how being an absolute menace in the comments has become their most effective growth hack. Come for the strategy, stay for the poop jokes.

Joey Thomas

VP of Sales Club & Ecommerce DUDE Products

CLOSING REMARKS

Brian Camen

Senior Director, Content & Public Relations Ferrara Candy Company

MEASURING THE UNMEASURABLE: INCREMENTALITY IN BRAND MARKETING

Join us for an exploration of how the world's most successful brands—from viral sensations to established household names—are cracking the code on measuring historically "unmeasurable" marketing channels. Through real-world case studies, discover how incrementality measurement techniques make it possible to quantify the business impact of creative performance, out-of-home campaigns, and podcast advertising, moving beyond vanity metrics such as views, impressions, clicks, brand awareness, and ad recall. Learn how marketers are proving that upper-funnel brand building can be measured, optimized, and scaled based on contribution to business growth, bridging the gap between brand marketing and bottom-line results with actionable insights you can implement immediately.

Reggie Panaligan

Enterprise GM Haus

BREAKFAST AND ROUNDTABLE DISCUSSIONS

On Wednesday of the Digital & Social Conference, we’ll be offering 3 themed and hosted breakfast discussions on topics including:

• AI & Marketing: Join author Greg Licciardi for a roundtable and signing of his new book, Holy Grail of Marketing.
• Influencer & Creator Marketing
• Programmatic

BREAKFAST SESSION: WINNING WITH MIRROR DIGITAL: WHERE CULTURE CLICKS AND CREATORS CONVERT

Culture captures the moment; community sustains it and Mirror Digital sits at that intersection, helping brands turn relevance into real results. Through creator-led content and culturally fluent media, Mirror Digital breaks down how cultural insights and community-driven content come together to move beyond surface-level engagement and convert cultural presence into long-term value.

Sheila Marmon

Founder + CEO Mirror Digital

WELCOME REMARKS

Brittany Clauss

Director, Brand Marketing & Media Strategy United Airlines

USING MUSIC TO TAP INTO CULTURE: HOW HONDA IS STRIKING THE RIGHT CHORD WITH GEN Z CONSUMERS

Honda consistently demonstrates its commitment to emerging musicians via its music platform, Honda Stage, which has helped the brand better connect with Gen Z’s diverse, discerning, and culturally-savvy consumers. But last year, Honda took things even further and delivered their most diverse, cross-cultural roster in the history of the program, featuring trendsetters and tastemakers across genres from reggaeton to R&B. Hear how they did all this while also creating an emotional connection between the auto brand and younger first-time buyers and achieving their most successful outcomes to-date. 

Megan Chan Amic

Head of Media Honda

HOW DR PEPPER IS WINNING THE NEXT GENERATION

This session will showcase into how a 139-year-old flavor icon is staying wildly relevant- in your fridge, on your FYP, in your DMs, and beyond. From TikTok triumphs to unexpected flavor drops, you’ll hear how Dr Pepper is growing its fanbase by tapping into community, culture, and curiosity.

Derek Dabrowski

SVP Brand Marketing Keurig Dr Pepper

A WORLD OF GREY: HOW NEW BALANCE WINS WITH STORY & STYLE

In an era of endless content, what makes a story stick? New Balance set out to celebrate its heritage and unite the brand’s different audiences and sub-cultures with one symbol: the company’s iconic color Grey. The nearly 120-year-old brand tapped creative agency American Haiku to craft “Grey Days,” a social film that transcends product to explore identity, community, and timeless design. In this session, hear how tapping into rich, layered storytelling can help build immersive worlds for consumers and recruit them as lifelong fans in the process.

Tom Henshaw

Global Director, Lifestyle & Entertainment Marketing New Balance

FROM SOCIAL TO CTV: HOW CONSUMR.AI AND STRATEGUS ARE USING AI TO UNLOCK WALLED GARDEN AUDIENCES AND ACTIVATE THEM ON CTV

Aman Khanna

Co-Founder Consumr.ai

PURPOSE MEETS PARODY: HOW LA-Z-BOY IS LEANING BACK TO STAND OUT

Underpinning growth in a category where competitors are experiencing flat to in-decline returns is La-Z-Boy’s Century Vision. In this session, La-Z-Boy will unpack how it’s traded trend chasing for timelessness with creator-led storytelling that’s getting new generations to put their feet up. Attendees will hear paid influencer performance learnings, how they are evolving social influencer content strategies to amplify bold ideas while creating cohesion between digital initiatives and IRL retail. Who knew the OG inventor of recliners could a point of chatter between the Kelce brothers on their New Heights podcast! Learn how La-Z-Boy is tapping culture and creators as it approaches its 100-year milestone.

Nelly Martinez Garza

Senior Director of Consumer Marketing La-Z-Boy

BRINGING SOCIAL MEDIA IN-HOUSE: A GAME CHANGER FOR JACK IN THE BOX

Jack in the Box lives by six core values: cultural, relevant, authentic, visible, easy, and distinctive. But who better to bring those values to life than the people who know the brand best—its employees. In 2024, they took a bold step and transitioned their social media team in-house. And while cost savings were a factor, the true impact has been far greater. Learn how they saw 40% more assets produced—giving more content, more creativity, and more connection. New creative workstreams allowing more agile, experimental, and innovative. And stronger influencer relationships giving direct access to the voices that shape our brand’s presence.

Morgan Higgins

Senior Director, Social Media & Public Relations Jack in the Box

CLOSING REMARKS

Brittany Clauss

Director, Brand Marketing & Media Strategy United Airlines