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Melanie DiBiasio

Senior Manager, Digital Precision Marketing
Ocean Spray

Melanie DiBiasio has been with Ocean Spray for 10 years, helping the farmer-owned cooperative bring its beloved, 90-year-old brand to life across social and digital media in an authentic, engaging and inspiring way. She leads the Ocean Spray digital transformation strategy by helping to implement new tools and technology to enable the brand to create unique and personalized communications with consumers across all facets of digital marketing. Outside of Ocean Spray, Melanie is a cycling instructor and amateur baker and cake decorator. 

Melanie DiBiasio’s Session

9:45 am–10:30 am PT — Thursday, February 25, 2021

How Ocean Spray’s “Dreams” Became Reality and Catapulted to Success on a Brand New Social Platform

Most brands have a roadmap, or at least a POV, on up-and-coming social media platforms and when to establish a presence. But what if something happened overnight that forced you to fast-track that plan into reality? Learn how Ocean Spray did just this and handled the transformation of a 90-year-old brand into the latest TikTok trend, learning valuable lessons along the way! 

Takeaways include:

  • How to build a brand, and a following, on a new social platform
  • Navigating the world of TikTok and messaging to a Gen-Z audience
  • How to eschew control and leverage UGC and influencers for content generation
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