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Jason Falls

Director of Digital Strategy
Cornett

Jason Falls is one of the most widely read and respected voices in the digital marketing and social media industries. His digital strategies have touched a number of the world’s most iconic brands including GE Appliances, AT&T, Valvoline, Buffalo Trace, Humana, Rawlings, Maker’s Mark, Tempur-Pedic, Fireball Whisky, GM and more. Falls leads digital and social strategy for Cornett, a full-service ad agency in Lexington, Ky., which has worked with UK Healthcare for over a decade. His forthcoming third book on influence and influencer marketing is due from Entrepreneur Press in late 2020/early 2021. He loves the kick-ass state of Kentucky, sports, and bourbon.

Jason Falls’s Session(s):


1:00 pm–1:45 pm PDT — Thursday, June 11, 2020

Case Study: We Are Proof: Leveraging Local Influencers to Produce Viral Success

 How many people would you expect to watch a two-minute video about an academic medical center? UK HealthCare, the health system of the University of Kentucky, wanted its brand story to ignite its social media audience like never before. It needed influential people in the area and its own employees to amplify the power of the story and connect the brand to the audiences it serves. UK HealthCare’s Geoffrey Blair and Cornett’s Jason Falls will explain how harnessing micro-influencers and a hunch about the Facebook algorithm drove more than a million views from a community of about 300,000.

 Attendees will:

  • Learn what strategic decisions go into high-level creative to engage multiple audiences
  • Discover how to mix macro and micro-influencers into a cohesive execution to support creative campaigns
  • See how simple asks of multiple influencers can drive additional content to sustain a campaign beyond launch

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