When Reesa Teesa broke the internet with her 52-part TikTok series “Who TF did I marry?” She created a cultural moment.
Savvy brands like Chime Financial jumped in and capitalized on this cultural moment by bringing her on board for an informative, on-brand ad about how to spot red flags in a relationship – in Reesa’s signature style, of course.
Influencers aren’t just a part of culture, they are shaping it. So for brands, the question is: How do we move beyond surface-level engagement and authentically position ourselves at the center of culture?
Understanding cultural nuances across diverse audience demographics can be challenging. That’s why understanding how influencers can enhance your brand relevancy is essential – they can position your brand at the heart of their communities and drive purchasing decisions.
During SXSW Austin, we’re bringing the conversation to the table with our roundtable “Shaping Culture: Building Influencer Campaigns that Drive Impact”.
We’ll be exploring themes such as how different-sized influencers help you to reach different goals, and what’s next for the Creator Economy...
This topic needs perspectives from all areas of the industry, so we’ve brought together experts from multiple brands, YouTube, and Creator!
Adam is the Senior Manager for Influencer Marketing at DoorDash, overseeing all talent and influencer partnerships, from creators to celebrities. With past experience at Coinbase, Chipotle Mexican Grill, and Whole Foods Market, Adam’s expertise lies in crafting strategies that resonate with audiences and leading initiatives that drive both cultural relevance and business growth.
Adam recently joined The University of Texas at Austin as an Adjunct Professor at the Stan Richards School of Advertising and Public Relations where he teaches “Talent and Influencer Marketing”. The course is designed to give students a 360-degree view of the influencer ecosystem, from creators to platforms to brands.
We’ve been working in partnership with DoorDash for almost two years to embed the brand into culture through Influencer Marketing, and have produced Shorty Award-winning work together. Adam will bring award-winning examples to the table of how influencers can enhance a brand's cultural relevancy.
Caitlin, the Global Head of Social Marketing at Amazon Music, is a CPG-trained entertainment and brand marketer with 10+ years of experience in consumer marketing and communications. As former VP of Communications and Social at BET+, she spearheaded the platform's streaming launch, following her pivotal role directing Netflix's global social strategy across multiple markets and groundbreaking show launches. She's crafted innovative social strategies for brands spanning tech, entertainment, and consumer products.
She specializes in digital and social strategy, creative production, media planning, and platform partnerships across entertainment, tech, and retail.
A proven leader, she excels in audience-first content and campaign strategy, leveraging paid, earned, and owned channels to amplify campaigns through collaboration, organic marketing, and communications.
Chris is a Creative Business Partner with the US Creative Works team at Google. After spending years at Google in the retail sector, Chris doubled down on his passion for branded content by joining a team of creative problem solvers who help brands make the most compelling, effective advertising possible.
Chris joined Jenny on the UK House stage last year speaking about unskippable influencer content, and this year, he will bring his extensive platform experience to our cultural conversation.
Jack is the internet's resident librarian, re-shaping the book industry with pithy recommendations and a finger on the pulse of pop culture. He has amassed over 3.5 million followers across social platforms, in what has become the world's biggest book club. Jack has pioneered the exponential growth of BookTok and BookTube over a decade-long career in the industry.
We have partnered with Jack on campaigns for clients like Adobe, and he always brings his unique flair to the content he creates. Jack has created a loyal community on social media, so is an expert in creating sponsored content that resonates authentically with consumers.
Jennifer is an Influencer Marketing global thought leader & CEO of Digital Voices. She founded the agency after working at YouTube and seeing how brands struggle to strategically partner with influencers. Jennifer speaks internationally, including TEDx, and has won many industry accolades.
This will be Jenny’s second time at SXSW. Last year, she spoke on the UK House stage about expert strategies for crafting unskippable influencer content, and led our own roundtable event “Beyond Likes: Embed Your Brand into Culture with Influencers. This year, as well as moderating our breakfast panel, Jenny is hosting a featured session alongside mega-creator Keith Lee about Influencer Entrepreneurship. If you have a SXSW pass, this is one panel you won’t want to miss.
This panel is an in-person event with complimentary registration for brand-side marketers and platform representatives only.
We have limited spaces left for senior brand marketers to attend. You can register your interest here. Only approved registrants will receive a confirmation email and a calendar hold with location details.
Those who are not brand-side marketers or approved attendees, you will not be able to attend.
