Advertising Week New York 20 Exceeded My Expections

I started off Advertising Week New York 20 eager to gain new insights about the creator economy and actually  thought I could attend at least 10 sessions per day but that was not the case. Upon entry, on day 1, I realized AWNY 20 is certainly not like other conferences. From brand activations by TikTok, Netflix, Instacart, Meta, Snapchat, Canva & so many more, along with the thousands of marketers heading to sessions or catching a bite in the Oasis Lounge, I knew this is not the average conference. Stopping to take in the scenery could be quite overwhelming so I kept it moving to the Oasis Lounge, grabbed a delicious Direct TV pumpkin bread, a Sirius XM croissant & a Canva mocktail while figuring out where I’ll begin my sessions for the day.

With a background in influencer marketing, I was excited to check out sessions that focused on the creator economy. Maybe I was a little too excited as I ended up at a session about United Airlines. If you’re not new to Befitting Style, then you know how much I’m in love with Delta. I sashayed in a magenta New York and Company jumpsuit to the 5 sessions that peaked my interest for Day 1 of AWNY 20. Here are a few key takeaways.

The Power of Creators: Driving Authentic Engagement and Business Results

• Because influencers and creators are the bridge between brands and consumers, brands are bringing in influencers earlier in the discussion as they formulate their strategies.
• When building strategies, think of what creators would do and whether you’re contributing to what creators would care about.
• Consider how creators would bring the conversation further by bringing creators in to ideate.
• If you’re partnering with creators that are a good fit for the brand, you shouldn’t fear them ditching the script as it will feel more authentic to their audience.

Gen Z Hates Your Ads (Here’s How to Reach Them Anyway)

• The assumption that gen z is lazy is far from the truth. Gen z just requires work/life balance while working hard. That shouldn’t be too much to ask for.
• Choosing creators who are passionate about your product results in authentic partnerships which attracts the gen z audience.
• To convert viewers into fans of your work, make it digestible, authentic, and real.
• Adapt to culture faster by incorporating trends early.
• When working with gen z’s younger sibling, gen alpha, bureaucracy must go out of the window. Truly value their ideas by giving the interns and assistants a seat at the table.

How United Airlines Soars to New Heights by Embracing a Creator Mindset

• Since United Airlines partnered with social media management agency, Dash Hudson, they began to develop a creator mindset.
• United Airlines incorporates daily morning meetings to debrief what’s happening on the internet and jumping on cultural moments that fits the brand.
• With an internal creator program of 170 employees, United reposts employee content which led to 475.5 million organic reach from User Generated Content.

How Authentic Cultural Resonance Affects Your Bottom Line

• Music videos are powerful tools to create relevance in cultural artists.
• At Vevo, it’s important that there is genuine representation across the platform.
• With 80% of gen z feeling that music videos are a cultural force, Vevo is a significant part of culture.

Curiosity, Creativity & Optimism

• Although she’s been an actress for most of her life, Yara Shahidi wanted to go to school for advertising.
• Produced by her production company, 7th Sun Productions, Yara Shahidi is launching a podcast, “The Optimist Project”, on Sirius XM. With audio being her preferred method of entertainment, it comes at no surprise that Yara chose an audio platfrom for her podcast.
• 7th Sun Productions has an upcoming docuseries and pilot that will be released soon.
• With authenticity being a driving force in the success of campaigns, Yara only partners with brands that are authentic to her lifestyle.

After attending sessions for the day, I relaxed in Female Quotient‘s Equality Lounge before heading to The Cutting Room for the Female Quotient’s Future is Female Awards where Kelsey Lindell of Misfit Media was honored.

SHOP MAGENTA JUMPSUITS BELOW

Did you get to attend Advertising Week New York?