Name: Authentic: Marketing in the Creator Economy
Start: 25/08/2022 04:00 PM +00:00
End: 25/08/2022 09:30 PM +00:00

In the creator economy, a fundamental shift has happened. We used to tune into companies; now, we tune into people. Hear more from GRIN CEO Brandon Brown on how this shift has impacted consumer behavior. And how as marketers, we can develop more authentic content &amp; drive stronger ROI by building direct relationships with creators.

Brandon Brown

Keynote: The State of Influencer Marketing

Creator Management in 2022 is about so much more than codes and links - it impacts the entire user journey and marketing funnel. Hear from Steven Borelli, Founder &amp; CEO of Cuts Clothing, on how to evaluate the success of your program, which ecommerce metrics you can influence with creator management, and how to best &lsquo;defend the spend&rsquo; to your executive team.

Brian Mechem

Steven Borrelli

The Halo Effect of Influencer Marketing

Break

Why does creator-led content make consumers more likely to buy? It goes beyond just insta-brain. In this session, Shirin Oreizy, CEO &amp; Founder of NextStep, will walk us through the science behind creators. Diving into why they impact consumer behavior meaningfully and how modern brands can shift their activation strategy for maximum psychological impact.&nbsp;

Shirin Oreizy

The Science Behind Social Proof

Partnering with the wrong creator impacts a campaign and can also mean brand death. This session will feature Nutpods, BFA Industries, and Athletic Greens - all iconic consumer brands that have become household names by partnering with the right creators. We&rsquo;ll hear more about how they find the right creators to partner with, how they evaluate which creators are best for which activations, and how to maintain brand safety during the creator discovery process.

Megan Geiss Harrop

Emily Drake

Lydia Lee

Katya Allison

The Perfect Fit

As the pandemic stabilizes and more consumers return to a traditional retail environment, brands must be extra flexible in their operations. Creator Management impacts so much more than just ecommerce. Brands like Everlane have seamlessly integrated offline and online how they manage creators. We&rsquo;ll hear how they balance and integrate these efforts and how they think of the future regarding the return of the physical retail environment.&nbsp;

Michael Preysman

Pivoting from ecommerce to Retail (and back!) Authentically

Diversity, Equity, and Inclusion go far beyond what a brand posts on social media - it impacts every part of the business. Brands like Blume were founded on the principles of DE&amp;I and carry it over into their creator management strategy. We&rsquo;ll explore how brands can drive alignment on DE&amp;I through their organization and how they adjust their relationships with creators accordingly.

Taylar Barrington-Booker

Bunny Ghatrora

Ali Fazal

Diversity, Equity, and Inclusion in Marketing

Grab your lunch and join us on the main stage for a special version of our Lunch, Learn, Live with Taylor Andrews and Natalia Nicholas! Or pop into one of the lounge rooms and get all of your most burning influencer marketing questions answered by our Influencer Marketing Strategists, Rachel Davidson and Kristen Gioscia!

Taylor Andrews

Natalia Nicholas

Lunch Learn Live and AMA with GRIN's Creator Marketing Strategists

Finding creators with excellent brand fit can be a huge challenge in and of itself. But how do you get those creators to want to work with you? GRIN investor and hugely successful fitness creator Devon Levesque will discuss with other well-renowned creators what creators look for in brand deals, red flags they look out for in brand partnerships, and offer advice to brands on how to &lsquo;date before you activate.&rsquo;

Devon Levesque

Ron 'Boss' Everline

Rachel McClusky

Carissa Stanton

Jordan Drankoski

What Creators are Looking for in Brand Partnerships

Many of today's most viral and buzz-worthy brands have mastered figuring out which creators to use when, where, and how understanding that it's both an art and a science. Similar to how a brand wouldn't pour its entire advertising budget into one channel, a diverse creator mix is essential for any brand. The mix should include a broad spectrum of audience breakdowns and creator types. We'll hear from Joey Zwillinger, Co-founder of Allbirds, and Matt Marconi, Influencer Manager at Nutrabolt, on how they determine which creator to work with and how to leverage their unique space in their creator mix.

Matt Marconi

Lily Goh

Perfecting the creator mix for brand partnerships

Starting an influencer program is the first step to getting closer to your audience and genuinely leveraging the power of creators authentically. Scaling that program creates a flywheel effect that impacts a brand's entire marketing strategy. During this session, we will take a sneak peek at the second part of our 0 to 100 series with Ethan Frame, Director of Brand &amp; Special Projects at Cuts Clothing. And will dive into what happens after you start working with creators and share insights on scaling your program to the next level.

Ethan Frame

How to Scale your Program: 0 to 100 Part 2

There are few brands thriving in the creator economy like SKIMS. From their groundbreaking partnerships with Team USA at the 2022 Olympics to their sheer dominance on social media and in the pop culture zeitgeist, they have become a household name, partly through the power of their creator relationships. In our AUTHENTIC 2022 keynote, hear GRIN CEO Brandon Brown and SKIMS CEO Jens Grede discuss how SKIMS has remained top of mind for consumers and become one of today&rsquo;s most enduring iconic brands.

Agenda

Speakers24 Speakers

Danielle McDowell

Brandon Brown

Brian Mechem

Steven Borrelli

Shirin Oreizy

Katya Allison

Lydia Lee

Megan Geiss Harrop

Emily Drake

Michael Preysman

Devon Levesque

Matt Marconi

Ethan Frame

Ali Fazal

Taylor Andrews

Natalia Nicholas

Taylar Barrington-Booker

Ron 'Boss' Everline

Rachel McClusky

Jordan Drankoski

Bunny Ghatrora

Jens Grede

Lily Goh

Carissa Stanton

Agenda

Speakers.css-m89gxl{margin:0;font-size:1.4rem;font-weight:500;line-height:1.5;color:#d3d3da;font-family:'Poppins',sans-serif;margin-left:0.8rem;}24 Speakers

Danielle McDowell

Brandon Brown

Brian Mechem

Steven Borrelli

Shirin Oreizy

Katya Allison

Lydia Lee

Megan Geiss Harrop

Emily Drake

Michael Preysman

Devon Levesque

Matt Marconi

Ethan Frame

Ali Fazal

Taylor Andrews

Natalia Nicholas

Taylar Barrington-Booker

Ron 'Boss' Everline

Rachel McClusky

Jordan Drankoski

Bunny Ghatrora

Jens Grede

Lily Goh

Carissa Stanton

Speakers24 Speakers