Cooper Munroe Moderates Brand Panel at The Platform Conference

The Motherhood CEO, Cooper Munroe, was recently appointed moderator for the brand panel at the platform conference hosted by the cohort. The brand panel delved into several topics including influencer budget, campaign implementation, and the intricacies of forging creator partnerships. With a focus on optimizing creator campaigns, the discussion aimed to uncover strategies for achieving mutually beneficial and prosperous partnerships among brands and creators.

Keynote

The conference kicked-off with a keynote led by industry expert Hitakshi Shah, Global Influencer Marketing Manager at Duolingo. Hitakshi shared her own experiences on fostering meaningful creator relationships and stepping outside of the box when it comes to influencer marketing. 

Takeaway: 

Hitakshi emphasized the value of influencers authentically posting about brands they love, highlighting Duolingo’s focus on authenticity. She stressed the crucial alignment between a brand’s mission and an influencer’s values for successful campaigns, fostering meaningful audience engagement.

The Brand Panel

The panel included strategic professionals who engaged in lively discussion, sharing their influencer marketing insights from the brand side. 

Takeaway: 

These brands recognize how important influencer marketing is when it comes to the larger marketing mix. Stating that influencers act as brand ambassadors and influencer content lives on long after a campaign concludes. Content should be repurposed across owned channels, newsletters, email marketing, etc. 

We heard from:

• Meredith Goode, Senior Manager, Influencer Strategy, DICK’s Sporting Goods
• Saheedat Abdul, Global Influencer Lead
• Lexi Christie, Senior Director, Brand Marketing, Chobani

The Motherhood CEO Cooper Munroe moderated the panel.

The Creator Panel

The creator panel included content creators talking about how they approach brand partnerships and all that goes into campaigns – from determining rates, researching brands, content ideation, content capture, to the content going live. 

Takeaway: 

Creators are eager and open to feedback from brands on their performance after the campaign. They want to be informed on campaign performance, what worked well, what could be improved in order to nurture longer-term partnerships. 

We heard from:

• Barbie Brignoni, Fashion and Lifestyle influencer, @barbiebrignoni
• Chloe Brown, Strategic Social Media Content Creator and Body-Positive Influencer, @chloe_xandria
• Kati Nairn, Home Decor and Lifestyle Creator, @beyond_gray

Lifestyle Creator Brooke Hyland, @brookehyland, moderated the panel.

Upcoming!

The Power of Working with Micro-Influencers – The University of Pittsburgh Center for Branding

Join the Pitt Business Center for Branding’s Micro-Influencer Workshop to excel in this evolving space. Learn from experts on finding the right influencer and crafting effective campaigns. Industry creatives will share insights on optimal collaboration during a panel discussion. Participants have the opportunity to pursue a Micro-Influencer certification, produced by the University of Pittsburgh Katz Graduate School of Business. 

Our CEO, Cooper Munroe, will be moderating the afternoon brand panel. With a goal of optimizing creator campaigns, the panel will discuss how brands can find and successfully work with an influencer. Panelists include Sammi Cohen, BabyBjörn; Michael Lambie, CreatorIQ; Luke Klein, Aerie; and Jessica Jones, Chicken of the Sea.

When: April 5, 2024 | 9AM – 5PM

Where: 104 Mervis Hall

Learn more and register now!

What we’re reading right now:

• TikTok Shares Insights on Reaching Women [Social Media Today]
• The role of influencer marketing in the growth of e-commerce [Fast Company]
• Not your boomer’s influencer: the rapidly evolving world of influencer marketing [The Drum]
• What Gen Z Wants from Influencer Marketing [AdAge]