Session details to come.

Social media marketing evolves faster than any other tactic and reaching the "next-gen" of customers is critical to continued growth. New and established brands alike are always chasing innovative ways to drive impact from their social presence and considering social platforms THRIVE off organic and original content, user-generated content – or UGC – is the growing trend among consumer marketers. By encouraging UGC through customer engagement and social rewards, brands are seeing stronger retention and loyalty while also benefiting from the more significant social presence. This panel will discuss how the exponential reach of UGC is quickly taking over as the top consumer brand strategy for growth in 2023 and further explore:

- How micro/marco-influencer programs are helping brands reach new audiences
- The impact of social rewards and automated engagements to increase loyalty
- The 3 R’s of UGC: Reach, Reward, Retain

Fashion is more than clothing – it’s a way for people to explore and express their identity and values. Subcultures and the communities within them are created and supported by the choices people make about what they decide to wear and where and how they buy their clothes.

Join Neil Barrie, TwentyFirstCenturyBrand CEO, and Jumoke Adekunle, global brand marketing lead at Depop, in discussing how peer-to-peer social e-commerce and influencers can play a positive role in creating and protecting these communities - and doing it sustainably. You'll walk away with an understanding of how to create communities free from gatekeeping through secondhand fashion, the opportunities to drive connections through influencers and social e-commerce, and tips for exciting audiences about sustainability without being heavy handed.

Social personalisation has gone from a pipe dream to a necessity when it comes to how brands plan social media ad campaigns. Does it work across all social platforms? How can you build it into existing workflows without adding even more complexity to your process? What considerations do you need to factor in both for creative and delivery?

In this session, Mediaocean will share strategies for creative personalisation to make sure your social ads are tailored to the people seeing them. Learn about the major challenges and opportunities for social personalisation and get concrete tips for what to do next.

Following a decade in professional kitchens, including Michelin-starred restaurants, Poppy O’Toole is trying on a new hat: social influencer. Launching her TikTok in 2020, she now boasts a fanbase of 2.6 million and over 42 million likes on her posts— her content showcasing potato recipes amongst the most adored by her followers. 

Join the chef and social media star alongside James Stafford, Head of Partnerships and Community at TikTok as they discuss how the platform reignited her passion for food and cooking. They will also discuss how she utilizes her channels to communicate and how the platform supports her to grow her highly engaged community. 

With audiences flocking to TikTok, it’s a no-brainer for brands to jump onboard. The finely tuned algorithm and content-forward nature of TikTok have created a drumbeat that other platforms are marching to a custom vertical video experience, designed to entertain, inform, and inspire the masses. Join TikTok’s Sam Kimmel, and Open Influence’s Maggie Reznikoff & Diana Perlov to hear more about creator strategies on TikTok – from creative best practices to maximize the impact and ROI of marketing spend.

The creator economy has grown dramatically over the past few years and is now a $100B industry. As brands across categories increase their investment in influencer marketing, business leaders want to know how their organizations can optimise creator relationships for ROI, and launch campaigns that drive real business results. 

In this session, join TikTok Creator Partner Manager Alex Broadley and Vice President of Brand at booking.com, Natalie Wills for a hands-on workshop exploring the steps that brands can take to achieve full-funnel growth via influencer marketing. Our discussion will move beyond high-level awareness, to actionable strategies teams can implement to build creator partnerships that engage and convert consumers. From campaign planning to measurement, gain the practical knowledge you need to harness the full power of your creator network, and make a meaningful impact on your bottom line.

General Mills has established a brand strategy through culturally relevant campaigns, partnering with sports stars and influencers to magnify and drive the messaging. 

Join Adweek and Arjoon Bose, International Head of Creative and Idea Development at General Mills, for a discussion exploring how the brand’s differential brand-building playbooks and modern marketing approaches have become pivotal across the full portfolio of beloved food brands.

With over 500 million tweets a day, in excess of a billion active users on TikTok, and 35% of Instagram’s 1.2 billion users interacting on the platform multiple times a day, keeping on top of conversations about your brand is a perennial challenge. With tools that can track when and where people are mentioning your brand, you can identify trends, themes, peaks and troughs - but what happens when you remove the context of these conversations? How can you be sure that the data is telling you what you think it is?

In this session, Lionsgate, Meltwater and Linkfluence will share how they worked together to overcome this challenge and sort the signal from the noise.

Research from the Dove Self-Esteem Project shows that 85% of girls in the UK have already applied a filter or used an app to change the way they look in their photos by the time they are 13. Editing tools once only available to the professionals can now be accessed by young people at the touch of a button without regulation, increasing exposure to unrealistic beauty pressures, damaging girls’ self-esteem. 

Join Adweek for an engaging panel session between Dove and Ogilvy Influence to understand how beauty brands like Dove have been taking action to help young people navigate social media in a more positive way and how agencies, and marketeers can also be a part of the solution.

Fangirls created the internet as we know it, at least according to Kaitlyn Tiffany. Fandoms are an often-overlooked force in internet history and thanks to the wide array of platforms we have access to, the fandoms created in the modern era can be amazing forces of good. Fandoms have been known to feel deep empathy and camaraderie for the peers within it, and these micro communities can help combat loneliness and help create a feeling of belonging.
 
In this session, join Bokeh’s CEO and Creative Director, David Bates, and Future Farm's Global Marketing Director, Pedro Zuim, as they discuss how they view social and Web 3.0 strategies as part of building, sustaining and engaging fandoms, social media and community creation. You’ll walk away with the knowledge to build fandoms and leverage new communities, harness the power of social media for good, and tips and tricks for tapping into the power of niches.

Thank you for joining!

Opening remarks and a look at the event.

From building a fully integrated, world-class marketing team to launching campaigns that have inspired real world change, Vicky Free, head of global marketing at adidas, is overseeing an exciting time for the brand. At this fireside chat, we’ll delve into adidas’ continued focus on building a purpose-driven brand that matches storytelling with story doing. She'll touch on some recent examples including adidas’ 'Impossible is Nothing' campaign and a year that has seen the brand’s biggest ever commitment to women. We'll also discuss the brand’s new multi-faceted logo architecture ahead of it being rolled out to consumers in 2023, explaining why now is the right time to launch it, and the reasons behind it.

Cryptocurrency has the potential to revolutionize how the world transacts. One of the leading companies to emerge amid the growth of the sector has been OKX, which is an efficient and trusted trading app that is empowering millions of global users. Both the company's diversity of trading options and security differentiate it from its competitors in this still young market. Hear from OKX's Global Chief Marketing Officer, Haider Rafique, on how the platform is building awareness for the potential of crypto, how the technology could evolve as a payment device and what marketers should do to prepare. 

Ryanair will join Adweek's Europe bureau chief Stephen Lepitak to chat about their social media. The brand will discuss their unique approach to social, explain the method to their madness and chat about some content that got people's attention and delivered on their vision of being 'the most talked about social media brand'. Plus, take a look at three points that can help your brand deliver more effective social media campaigns.

Join this fireside chat with The LEGO Group's Global Director of Social Media, Rachelle Denton. We'll explore how one of the world’s most adored brands is remaining culturally relevant nine decades later through its impressive online strategy. Hear how Rachelle and her team are pushing creative boundaries and why play is central to every move the brand makes. Plus, get insight behind their strategy to expand storytelling to new social channels and connect with more children and adults.

Polestar prides itself on being both an aesthetically pleasing automotive brand and an advocate for communicating the growing importance of sustainability. The vehicles are not only created with style in mind, and to work safely and sufficiently, but also to drive change and inspire other brands to work towards a more ecologically friendly future.

Åsa Borg, the chief marketing officer at Polestar, will offer insights into their latest marketing activity centered around sustainability and will discuss their influential presence within the industry when it comes to electric vehicles

Thank you for joining us!