Tuesday, October 18, 2022, 3:45 PM - 4:45 PM
Breakout 1: Forever Young: How Brands Can Reach New Audiences & Build Brand Equity

Gone are the days that marketing is done in silos, and the blurring of the consumer journey has proven that traditional methods of marketing are a thing of the past.

What was a fragmented marketing landscape has merged; distinctions like “above the line” and “below the line” have disappeared. In this new world, commerce marketing has become even more important in driving demand and brand.

Hear from marketing innovators Amber McGrogan at Ferrero and Steven Conway from AUC as they explore commerce behaviors and examples of effective commerce marketing that reach different generational cohorts while simultaneously building brand equity and driving conversion.
We’ll cover:

  • Understanding generational behaviors and where they meet at the intersection of living and buying.
  • Demystifying how product and packaging are being used to unlock experiences across new generational cohorts.
  • Uncovering how Ferrero brands are leveraging their distinctive assets to capture new audiences to drive brand and demand