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"Tech Talks: Mastering creator marketing"

Influencer marketing has evolved from one-off celebrity endorsements to ongoing campaigns driven by creators with dedicated and loyal followings.

As consumer attention continues to shift to digital platforms, influencer and creator marketing have become critical to the success of brands large and small. Join us at this virtual event, where we will gather experts in creator and influencer marketing to share tips, discuss challenges and dive into complex topics to help you get a pulse on this evolving space — and prepare you for the future.

Session 1: The power of micro: Smaller followings with bigger impact

12pm - 12:35pm ET

Marketers no longer exclusively work with famous influencers with millions of followers; they also see value in tapping micro and nano influencers with loyal, niche communities. This panel will discuss the challenges and opportunities of working with micro influencers with a view to helping attendees walk away with tangible strategies they can apply to their own influencer playbooks. 

Speakers: 

• Natalie Silverstein, innovation lead, Collectively
• Sarah Sutton, global media director, Oatly
• Chalice Jones, director, social media and influencer, Amsive
• Patrick Holly, VP, creative, Upwork

Moderator:

• Alison Weissbrot, Editor-in-Chief, Campaign US 

Session 2: Creator view: Driving equitable industry growth

12:40pm - 1:15pm ET

As brands invest more in creators, they must ensure they are investing fairly and equitably across the creator landscape. As a result, platforms from Spotify to Instagram have launched programs to ensure they are funding creators on their platforms equitably. Brands also must ensure they are protecting influencers, particularly from marginalized communities, as the fallout surrounding Bud Light’s partnership with trans influencer Dylan Mulvaney recently showed. This panel will feature creators themselves, discussing the merits and challenges of these different programs and what they want most from a good brand partnership. Creators will also share tips on how brands can work with them more equitably on a long-term basis.

Speakers: 

• Fritz Bacon
• Liz Gumbinner, cofounder, editor-in-chief, Cool Mom Picks,  Cool Mom Tech, Cool Mom Eats 
• Danisha Lomax, head of client inclusivity & impact, Digitas

Moderator:

• Bailey Calfee, Premium Reporter, Campaign US 

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