What to Expect at Connect 

Join us for an informative session that combines industry leading research with proven expertise in driving transformation with and through measurement. Kelsey Chickering, Principal Analyst at Forrester, will unveil exclusive insights from the highly anticipated report on the state of ROI in influencer marketing, offering a comprehensive view of past trends, current landscapes, and future projections. Doug Jensen, SVP GTM Analytics & Activation and Learning CoE at Estée Lauder Companies and a pioneer in marketing measurement, will share his tested framework and formula for success. 

Tapping into an unmet consumer need is a proven strategy for creating products that immediately stand out in the market. Add in excellent consumer experiences, word-of-mouth, creator marketing, and strategic creator partnerships have catapulted household brands and emerging brands alike into the social feeds and daily lives of consumers in unexpected, powerful ways. Hear from leaders at Therabody, BeatBox and Meche Wellness as they share the unique brand experiences and creator strategies that have played pivotal roles in shaping their brands’ successes today.

For creator marketing to be effective and scalable, it requires unwavering support from the highest levels of an organization. Executives play a critical role in driving successful creator marketing initiatives, and they need to be confident in how those initiatives align with broader business objectives. Leaders at Milk Makeup, amika, and L’Oréal share what matters to them most in supporting their company’s creator marketing efforts, how they prove the value of creator marketing to other stakeholders, and the resources and collaboration strategies they use to push their teams forward.

Whether you're a C-suite executive looking to support your organization's marketing transformation or a marketer seeking to make a compelling case for increased investment, this session will provide invaluable insights and actionable advice.

Media and entertainment have been absolutely revolutionized in this era of streaming and social media, and the streaming platforms and outlets coming out on top are the ones with strong creator marketing strategies that keep them connected to their fans and audiences. In this session, learn from talent and creative experts at Paramount, Condé Nast and Fandom about how their organizations are adapting and excelling with creators, and how online fan communities have provided new, faster methods of collecting feedback and inspiring new content.

Some brands just get it. Pop culture, generational trends, eras — the zeitgeisty moments move fast, but can be powerful vehicles to connect with consumers in the moment. Make no mistake, it takes a lot of work, taste, strategy, and good timing for brands to authentically partake in cultural movements without becoming the ‘hello, fellow kids’ meme. Listen as leaders from OPI, Huda Beauty and Kayali, and Milani Cosmetics share their wins, challenges, and learnings from carefully crafting their brands’ contributions to the culture, without getting distracted from their ultimate goals of building community and driving sales.

Marketers inherently understand the value of creator marketing, but if they can’t articulate the value, securing budget and resources to scale what’s working is going to be difficult. Collecting raw data isn’t enough — we have to uncover insights that turn into intelligence. Metrics like Earned Media Value, creator retention, and social following growth aren’t at odds with business metrics like conversion and revenue — when measured and optimized intentionally, they can go hand in hand. In this session moderated by Ashton Wall, leaders at Chubbies, Ruggable and Jones Road Beauty share how data and insights have transformed their marketing efforts.

What does it take for independent beauty brands to endure longer than the initial buzzy years and sustain long term brand growth and meaningful consumer engagement? Join us for this special panel of CEO founders from Tower 28, Danessa Myricks Beauty and Olive & June to hear how these incredible leaders’ industry experiences and day-to-day learnings help them usher their companies and teams toward future growth.

The world’s biggest brands and agencies are increasingly shifting dollars and resources to creator marketing. For global, widespread organizations, this shift requires new systems and standards for centralizing creator programs and ensuring consistency across markets, while also leaving room for localized strategies and regional nuances. This session with leaders from Unilever, Edelman, and Gap will delve into the strategies and challenges of building and scaling a successful creator ecosystem on a global scale, and the critical importance of brand safety in a global landscape and how to navigate complex regulatory environments.

Today, thriving communities bridge the digital and physical worlds to meet consumers anywhere they are. Join Kopari, Roblox, and Google as they share their strategies for building authentic connections with consumers via creator marketing, engaging collaborations, and exciting activations. They’ll speak to the power of creator communities, and how brands can leverage them to create unique experiences that translate into meaningful online and offline interactions. Walk away with tools for measuring community growth, creating loyal customer advocates, and driving business growth.