Case Study – Social Influencers: What Every Food & Beverage Counsel Needs to Know About Working with Social Influencers
Trust is a major issue for today’s consumer, particularly within the food and beverage space where the consumer is more skeptical of product claims, ingredient sourcing, packaging, etc. What better way to bridge the trust gap than with a highly-respected, trusted or well-known social personality? More and more often utilized by marketers, many brands today have turned to the use of social influencers to aid them in making a closer connection with the consumer. During this engaging discussion benefit from a case study approach that will provide useful insights into how to seek out an influencer who will best help you achieve your stated goal/objective as you are provided with real-life examples and lessons learned that point out successes and failures in working with prominent social influencers. An added benefit of this discussion hear directly from an influencer why certain brands are better to work with than others, what an influencer looks for when evaluating a brand and tips for most effectively managing a relationship with an influencer that drives value for parties on both sides.
Stephen M. Mahieu, Senior Counsel, Litigation, The Kraft Heinz Company
Jim Muehlberger, Partner, Shook, Hardy & Bacon L.L.P.
Thomas Sullivan, Partner, Shook, Hardy & Bacon L.L.P.