Church & Dwight to Showcase the Power of Influencers at P2PI LIVE
Church & Dwight will take the stage with influencer marketing and social commerce provider gen.video at the Path to Purchase Institute’s P2PI LIVE & Expo, Nov. 7-9 in St. Louis, for an engaging presentation on the power of influencer marketing across the customer journey.
In a session titled “Unleashing the Power of Influencers at Every Step of the Customer Journey,” Corinne West, Church & Dwight’s digital strategy manager for fabric care, and gen.video chief growth officer Larry Beaman will take attendees through customer examples and case studies, while also asking the audience to participate in predicting the results.
Below is a short video preview of the creative you will see during the live presentation:
Key learning points from the session will include:
- How brands looking to drive lower-funnel conversions can choose the best influencers. Picking the ideal lineup of influencers for campaigns goes beyond looking at follower count. Technologies and performance tracking tools have developed to the point where brands can see which influencers are the most capable of selling products and which online retailers will benefit the most from using one influencer over another.
- How to utilize influencer content at every level of the funnel. Utilizing influencer social content in other marketing efforts including shoppable media links, email, enhanced content on e-commerce, paid social, paid display/video and retail media ads allow for unique opportunities to repurpose content and measure campaign success.
- How to measure the impact of influencers. As brands leverage influencer content across the full customer journey, including the point of purchase, opportunities arise in terms of measurement of influencer impact. Top-of-funnel measurements such as impressions and high-level engagements are just the tip of the iceberg. This session will look at conversion lift of content on e-commerce, brand and brand attribute lift through organic influencer content and carting and conversion from social.
This session will take place on day two (Nov. 8) of the event, from 3:10-4 p.m.
To register and learn more about P2PI LIVE & Expo, including the session and speaker lineup, click here.
