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Gabe Gordon

Co-founder & Managing Partner
Reach Agency

Gabe Gordon is a social content innovator. As a Co-Founder of Reach Agency, he established the company in 2012 as a new type of agency created for digital video storytelling. Its underlying mission is to engage brands with a social generation.

With 17 years of global experience, Gabe’s comprehensive marketing expertise spans influencer, social media, strategy, and entertainment. He’s a seasoned veteran across multiple categories including automotive, retail, CPG, tech, hospitality, and entertainment. He’s orchestrated impactful creative solutions for world-class brands including Disney, Nestlé, Clorox, PepsiCo, Anheuser-Busch In Bev, the National Football League (NFL), Google, GM, Wal-Mart, Marriott Hotels, and more.

Recognized as Small Agency of the Year by Advertising Age, Best Video Ad Agency or Partner by Digiday, and Best Entrepreneurial Company in America by Entrepreneur Magazine, Gabe’s award-winning client work has earned accolades from the One Show, Reggies, Digiday, Shorty Awards, Streamys, and the Influencer Marketing Awards.

Before launching Reach, Gabe served as a Content Strategist for PepsiCo and honed his skills for 10 years at William Morris Endeavor. Gabe first broke into entertainment in the music space and worked at Interscope, Geffen, A&M, and Sony Music. He’s currently an Advisor for Vidcon, Doing Things Media, and Buffer Festival.

Gabe Gordon’s Session(s):

11:30am - 12:15pm PT — Friday, June 11, 2021

How Fresh Step Clawed Its Way to Success With Influencers

Cats are the top sensation on the Internet, and making content about them is fun. However, making fun content about cat litter is far more challenging. 

But the Clorox and Reach Agency teams did just that for the launch of Fresh Step’s newest product, Fresh Step with Gain Scent. Fresh Step with Febreze Freshness with Gain Scent is a new, exciting product launch for the brand and the cat litter category as a whole. It combines the odor control properties of Fresh Step and Febreze with the iconic fresh scent of Gain.

The biggest challenge in this category is the aversion to showing cat excrement (something no one wants to see). The brand revitalized boring, traditional litter product videos and fused them with entertainment and humor using demotainment. This innovative, creative approach exceeded business objectives and set this new product up for success in the litter category.

Key takeaways:

  • How to leverage influencers to tell a product story for a new product launch
  • Creative effectiveness using influencer content in paid media
  • How to effectively collaborate creatively with influencers

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