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Johnna Rossbach

Director of Integrated Marketing
Jack Link's Protein Snacks

Johnna Rossbach is the Director of Integrated Marketing for Jack Link’s Protein Snacks. For more than a decade, Johnna has been developing strategic marketing communication campaigns for iconic CPG brands. Currently, Johnna oversees PR, social and content strategy across all Jack Link’s Protein Snacks brands.

Johnna Rossbach’s Session(s):


11:00 am–11:40 am — Thursday, October 17, 2019

Your Brand Voice on Social - How Jack Link's Protein Snacks Wins with Humor

Many brands try to break through in social using humor. However, when it's not grounded in brand strategy and consumer insights, jokes and engagement can fall flat. In this session, you’ll learn about how the Jack Link’s brand found its comedic sweet spot that has led to double-digit engagement growth and organic fan acquisition.

In this session, you’ll learn the steps to take in identifying your brand’s funny bone and how to make your audience LOL.

Takeaways include:

  • The importance of a consumer-centric approach
  • How to effectively create a consistent brand voice and tone
  • How to get scrappy, not crappy, content

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