Brand Storytelling Live Streams: Brands on TikTok during Social Distancing
Live on Zoom - Wednesday, April 22nd at 12:00PM PST
These are unique times. We are in broadly uncharted territory. Studies show consumers want to hear from brands. They are looking for leadership. For younger consumers, TikTok has become the goto platform. The platform now is estimated at 60M US users, and younger consumers have quickly adopted the platform. Content and trends cycle through TikTok faster than any other social platform, and the advent of social distancing has increased that tempo. Now is the right time to connect with younger consumers in the right way and more and more leads to TikTok.
In this session we will breakdown TikTok from a brands perspective. What are the trends, how should brands approach the platform and what are the strategies to build meaningful connections with younger consumers during this critical and challenging time.
Discussion Topics:
· TikTok is a new platform and with its recent rapid growth, many brands are considering how they should engage consumers on the platform. What should all brands know and consider before getting started?
· What are best practices for brand storytelling on TikTok and how have you seen those come to life?
· Brand storytelling on TikTok involves its own set of unwritten, constantly changing rules, what are some pitfalls brands should avoid?
· How has the pandemic changed how brands should approach the platform? Are consumers looking to hear from brands, and if so what type of messages are appropriate?
Hosted By
Dave Rosner
Head of Marketing
Collab
As the EVP, Head of Marketing at Collab, a leading entertainment studio and network representing a roster of 500+ of the top social media talent, Dave’s primary focus is developing the positioning and driving momentum for the top ten ComScore rated YouTube partner. He joined Collab in January 2019 to launch the company’s first media sales division.
Featuring
Sam Christie
West Lead, Brand Partnerships
TikTok
Sam Christie oversees TikTok's brand partnerships team on the West Coast where he's focused on building a world-class sales team and helping brand and agency partners meaningfully engage the TikTok community.
Prior to TikTok, Sam spent 10+ years in key business development and account management roles with global digital agencies including Ogilvy and OMD, helping notable brands such as Apple, DuPont, and more build out their digital and content-led marketing strategies. In addition, Sam served in business development roles at eBay Enterprise, an in-house digital agency - building deeper e-commerce capabilities for leading digital retailers.
Tressie Lieberman
Vice President of Digital Marketing and Off-Premise
Chipotle
Tressie is responsible for driving digital engagement and growth of new ordering occasions. In this role, Lieberman oversees a team dedicated to building relationships with the brand’s community through social media, the Chipotle Rewards loyalty program, and CRM. Lieberman also drives the strategy
and marketing of the delivery and catering business through strategic partnerships and promotions. Under Lieberman’s leadership, Chipotle has evolved consumer engagement to include breakthrough marketing initiatives such as launching the Chipotle Rewards program utilizing Venmo as a social network, creating an influencer- inspired menu with influencer David Dobrik’s namesake burrito and building the brand’s leadership on TikTok.
Jane Ko
VP Marketing
eos
Neuroscientist. Foodie. Beauty junkie. Connector of dots. Builder of brands. With over 15 years of brand and innovation experience across both luxury and CPG sectors, Jane is passionate about building world class purpose-driven brands. At eos, she is leading the North American marketing organization in the development of disruptive integrated marketing strategies that will deliver business impact while staying true to the brand's legacy of innovation. Prior to eos, Jane was at Kellogg Company, where she drove global brand strategy and transformation of top Kellogg brands, including Special K and Pringles. She currently splits her time between New York and Michigan, and is an avid cook and grower of kale.
Eric Jacks
CSO
Collab
Eric Jacks is the Chief Strategy Officer at Collab – a leading entertainment studio and network representing a roster of 500+ of the top social media talent. He is responsible for corporate strategy, business development and innovation, while also overseeing all talent, brand, agency and entertainment partnerships.
Previously, Jacks ran the entertainment and intellectual property group at Public Relations powerhouse Rogers & Cowan working on brands from Coca-Cola to Sony Crackle. Prior to Rogers & Cowan, Jacks served as an Agent at Creative Artists Agency (CAA) on the Brand Partnerships team where his role was to work across all of CAA’s verticals (TV, Film, Comedy, Music, Sports, Fashion) to connect appropriate advertisers/brand partners to CAA’s core client base (content creators, producers, directors, musicians, athletes and celebrities/talent). His efforts include working on projects for some of CAA’s high profile clients including Anthony Zuiker (“CSI,” “CSI: Miami,” “CSI: NY”), Joseph Gordon-Levitt (“Inception,” “Don Jon,” “50/50”) and John Woo (“Face Off,” “Mission Impossible II”).
Prior to CAA Eric held various Executive Producer and Brand Strategy roles at top media companies and agencies including broadcast.com, Yahoo!, RAPP and Tribal DDB. Eric’s career accomplishments include the creation of award-winning campaigns and strategic partnerships for brands such as Victoria’s Secret, NBC Universal, ABC, Lionsgate, Dreamworks, The New York Times, Coca-Cola, PepsiCo, Samsung, Hilton Hotels, Mattel and Ford/Lincoln.
