Executives from Variety, Panera and Digitas, plus creator Nicky Campbell will take the Promoting Week stage on Oct. 9 for the “Leveraging Moments to Create Moments” panel. The group will share the technique behind Selection’s partnership with Panera, as the 2 labored to create an natural, influencer-driven marketing campaign selling the restaurant chain’s new Croissant Toast Sandwich and limited-edition Croissant Clutch. The marketing campaign was tied to vogue’s greatest evening of the 12 months: the Met Gala, which was held in Could.
Audio system embody Dea Lawrence, chief working and advertising and marketing officer for Selection; Amy Lanzi, CEO of Digitas North America; Nicky Campbell, creator; and Beth Ringer, vice chairman of media technique at Panera Bread.
The trouble consisted of a three-part social-first video marketing campaign together with alignment to Selection’s crimson carpet protection of the evening. The marketing campaign demonstrates how manufacturers can anchor themselves to cultural tentpoles to create moments that resonate far past the evening itself.
Selection’s Panera partnership featured a Get Ready With Me style video from Nicky Campbell.
“The mixing of name, advertising and marketing, and influencers is essential to constructing a well-liked, well-thought-out marketing campaign,” mentioned Lawrence. “Our collaboration was a seamless match, driving buzz and pleasure for Panera’s new Croissant Toast Sandwich and clutch bag in an natural means.”
The panelists will share insights on the best way to harness hallmark moments for model recognition, in addition to the best way to mix manufacturers with new sectors via progressive pondering and have interaction influencers in dynamic, culturally related methods. The dialog will happen on the Market stage at 12:30 pm.
