IMedia Brand Summit - "Clorox And BuzzFeed - Redefining America's Favorite Condiment Through Branded Content" - Coronado, CA - September 10, 2012
Speakers: Andy Wiedlin, Chief Revenue Officer, BuzzFeed and Julie Jensen, Sr. Group Manager - Media, The Clorox Company
11:15 am - 12:15 pm
Loews Coronado Bay Resort
4000 Coronado Bay Road
Coronado, California 92118
It's true what they say... personality can go a long way, especially when it comes to building brand loyalty. Challenging a preconceived notion of ketchup as the preferred condiment of choice for many Americans, Hidden Valley Ranch partnered with BuzzFeed to create a winning social advertising campaign in "Clash of the Condiments," which showed all the best reasons why ranch dressing is superior to ketchup. And, more importantly this social campaign succeeded in changing brand perception through branded content and word-of- mouth marketing. Join Andy Wiedlin, Chief Revenue Officer at BuzzFeed and Julie Jensen, Senior Group Manager at Clorox as they present recent research, data and a case study that explains how brand affinity and loyalty can develop with the right social branded content. How can humor, creativity and original content appeal to an online community and create an ultimate brand experience? How can advertisers and marketers maximize their digital spending to further develop and grow a loyal fan base even after the campaign ends?