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IAB Case Study Road Show - Harnessing Popular Culture To Optimize Brand Messages For Viral Distribution - Los Angeles - March 22, 2012

Speakers: Jon Steinberg, President, BuzzFeed Andrew Foote, Senior Vice President, Edelman Digital Suma Nagaraj, Senior Brand Manager, Schick 9:45 am - 10:15 am Hyatt Regency Century Plaza 2025 Avenue of the Stars Los Angeles, CA 90067

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Schick, Edelman Digital & BuzzFeed

Harnessing Popular Culture to Optimize Brand Messages for Viral Distribution

How To: Go beyond traditional messaging avenues to put your brand in the stream of consumers’ conversations.

Schick engaged Edelman Digital and BuzzFeed to create a culturally relevant social media campaign. “Razorbombing” and “Shave the World,” encouraged consumers to engage with the brand in a way that tied into major memes of the moment such as planking. By tapping into what consumers were already talking about Schick leveraged that buzz and positioned the brand campaign for optimal pass along and shareablity.

Andrew Foote, Senior Vice President, Edelman Digital

Suma Nagaraj, Senior Brand Manager, Schick

Jon Steinberg, President, BuzzFeed