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Wednesday, May 1, 2019    1:30 pm–2:10 pm

Crashing Culture: How to Leverage Authenticity to Keep Your Brand Relevant in Social Media

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Kevin Kovanich, Strategy Director at mcgarrybowen Chicago, and Maya McDonald, Social Media Manager at Kraft Heinz Company, will speak on how to create culturally-disruptive social media campaigns that resonate with your target audience.

One project where this was proven to be most successful was when mcgarrybowen worked with Kool-Aid and Lil Jon to create a music video for the 2018 holiday season. By leaning on each other’s areas of expertise, they created a new holiday hit that was as authentic to the genre as it was for the brand. With the ingredients of a killer piece of content and an aggressive engagement strategy, the music video has been viewed over 11 million times.

Kevin and Maya will take the key learnings from their combined 17 years experience in social media and explain how you can make any brand relevant in culture. One tweet at a time.


Maya McDonald
Social Media Manager
Kraft Heinz Company

Kevin Kovanich
Strategy Director

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