Allison O’Keefe has been creating unique influencer marketing and social media programs for more than 10 years. With both agency and corporate background, she has successfully pioneered new influencer strategies to engage consumers and create content for national brands including Best Buy, Land O’Lakes, Cambria and General Mills. In her current role, she is responsible for developing and overseeing Best Buy’s influencer marketing efforts to support a variety of key vendors and brand campaigns, including holiday and back-to-school seasons.

Allison O'Keefe’s Session

8:45 am–9:30 am PT — Thursday, June 10, 2021

Panel: Best Practices to Create Authentic Content With Influencers Using Multimedia

There are many moving parts when it comes to executing a successful influencer campaign across multimedia. Working out the right mix of content for your campaign, determining which influencers are the best fit for your program, and identifying clear goals of the campaign all lay the groundwork for success.

In this panel, you’ll hear from both B2B and B2C brands on what they’ve learned about what it means to create truly authentic content in the influencer space.

Discussion topics include:

The importance of a talent's connection with their audience versus the size of their following
The difference between "influencers" and creatives with a following
Ensure your partners are onboarded to your brand and your campaign: conducting a vetting process for brand fit
Crafting influencer-centric briefs: establishing goals & campaign measurement ahead of time
How to protect the influencer POV and creative approach
Involving influencers in campaign development for better partnerships
Creating content for long-form and emerging content types (YouTube, TikTok, Reels)