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Influencer Marketing Hub Connect 2023: Recap

 

Influencer Marketing Hub once again brought together the leading professionals and companies in influencer marketing for the world’s greatest online event within the industry. It’s the event for sharp marketers looking to innovate and reinvigorate their marketing campaigns. 

Our own Tim Sovay, Chief BD and Partnerships Officer, joined Influencer Marketing Hub Connect to discuss how to succeed on TikTok and what great creator-led marketing really looks like. Tim spoke alongside industry leaders from TikTok, Live Nation Entertainment, and Microsoft on game-changing creator-led marketing strategies. 

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Succeed on TikTok With Creator-Led Campaigns: Mobilize Consumers Throughout the Funnel

TikTok has changed the game for social, entertainment, marketing and more. Its vast, highly engaged audience offers brands reach at an unprecedented scale, and the ability to convert them into customers (as demonstrated by the rise of #TikTokMadeMeBuyIt). A key strategy? Using creator-led campaigns to stand out from the crowd.

 

Topics included: 

  • A guide to authentically working with creators to accelerate business outcomes
  • Data-backed insights to improve creative performance
  • Best-in-class brand case studies for effective creator-led marketing
Sam Kimmel, Creative/Creator Partnerships, TikTok
Sam Kimmel, Creative/Creator Partnerships, TikTok
Sam leads Strategic Creator Partnerships at TikTok, building programs with best in class partners to ensure that all brands on TikTok are tapping into the creator economy. Sam is deeply passionate about creative and storytelling: she spent 7 years at creative advertising agencies and four years at Pinterest in Entertainment Partnerships before joining the TikTok team. She's worked with brands like HBO, Discovery, National Geographic, Comcast, Estee Lauder and P&G on award winning campaigns spanning Super Bowl commercials, global social media toolkits and everything in between. Sam lives in NYC.
Esteban Ribero, Global Research Leader, TikTok
Esteban Ribero, Global Research Leader, TikTok
Esteban is the Global Research Leader for the Marketing Science team at TikTok, the leading short-form video platform designed to inspire creativity and bring joy. He combines psychology with data science to understand the world we live in and design experiences that move people. His current mission is to use research and insights to make advertising more joyful for consumers and rewarding for clients. He built his career at the intersection of Consumer Research & Psychology, Marketing & Business Strategy, and Machine Learning & AI.
Tim Sovay, Chief BD & Partnership Officer, CreatorIQ
Tim Sovay, Chief BD & Partnership Officer, CreatorIQ
Tim Sovay currently serves as the Chief Business Development & Partnerships officer of CreatorIQ, the leading software platform for global brands & agencies to manage, measure, and scale their influencer marketing programs. Previously, Tim has served in senior roles at theAudience, Edelman, The Walt Disney Company, and Summit Entertainment. With over 15 years of experience at the forefront of innovation across digital and social media marketing, Tim's work has received recognition in the industry by the Cannes Lions, 4A's, The Webby Awards, MarTech Awards, and Influencer Marketing Awards.
What Industry-Leading Creator-Led Marketing Looks Like—and How Your Brand Can Emulate It

What Industry-Leading Creator-Led Marketing Looks Like—and How Your Brand Can Emulate It

Across verticals and industries, game-changing creator-led marketing shares common patterns and principles. Media and Agency panelists discussed how to leverage creators as vehicles for their brands, and learn how your brand can harness the power of the creator economy.

Samantha Sichel, Head of Social Product, Live Nation
Samantha Sichel, Head of Social Product, Live Nation
Samantha Sichel is a leader in the digital marketing and entertainment space and was named one of Billboard Magazine's 'Power Players'. She currently serves as Head of Social Product for Live Nation Entertainment. In this role Samantha connects Live Nation & Ticketmaster events and sponsors with key audiences, with a focus on gen-z. She most recently launched the Live Nation Influencer Network and the first ever live-music-based creator house, Last2Leave, that is now expanding internationally. Her projects this year alone have supported major talent and events such as Big Time Rush, Swedish House Mafia, Ye (Kanye West), Halsey, Lollapalooza, Rolling Loud Miami, The SuperBowl , and many others. A lifelong New Yorker, Samantha sits on the City Parks Foundation/SummerStage board and is raising her three children (under 4) as music lovers!
Jeff Rubenstein, Senior Communications Manager, Xbox
Jeff Rubenstein, Senior Communications Manager, Xbox
Jeff Rubenstein is a 15-year veteran of the videogame industry, pioneering corporate editorial, social, and content creator disciplines for legendary brands like Microsoft’s Xbox, where he’s nearing a decade in the Communications org, as well as Sony’s PlayStation. Prior to his time in the gaming industry, Jeff served as a producer at the intersection of print, broadcast, and online journalism for Tribune Company.
Tim Sovay, Chief BD & Partnership Officer, CreatorIQ
Tim Sovay, Chief BD & Partnership Officer, CreatorIQ
Tim Sovay currently serves as the Chief Business Development & Partnerships officer of CreatorIQ, the leading software platform for global brands & agencies to manage, measure, and scale their influencer marketing programs. Previously, Tim has served in senior roles at theAudience, Edelman, The Walt Disney Company, and Summit Entertainment. With over 15 years of experience at the forefront of innovation across digital and social media marketing, Tim's work has received recognition in the industry by the Cannes Lions, 4A's, The Webby Awards, MarTech Awards, and Influencer Marketing Awards.