Conceiving and executing a clever, wildly innovative campaign is one thing. But how do you keep a long-term campaign fresh and functional without reinventing the wheel every year? Savvy marketers are building on their investment in major long-term campaigns by cultivating their relationships with existing fans and adding new ones through highly targeted, high-value outreach. From micro-targeted ads to social-friendly content, these budget-friendly initiatives keep brands top of mind with consumers as they go about their day-to-day lives.

This session will feature Heather Loosemore, senior director marketing, Walmart Canada, sharing insight on how the retailer uses PR to drive its content hub, finding print production efficiencies to drive social media, finding content where the company already has connections and the evolution of its annual Toy Testers campaign. 

Joining her on stage will be Joanna Milroy, associate director, portfolio marketing at Kraft Canada, who will share how Kraft has used branded content to build, maintain and grow its gold-standard CRM program, What’s Cooking, and using branded content to amplify its messaging to consumers across multiple owned channels in meaningful ways beyond product utility. She’ll dive into content marketing best practices, how to measure the value of a content marketing platform and peek into how Kraft Hockeyville evolved from an in-store sales promotion to a program that rallies communities together.

Featuring:

Heather Cameron
Director, Brand Marketing & Creative
Walmart Canada Corp.

Joanna Milroy
Marketing Director
Kraft Heinz Company