Agenda
3 April 2025
8:00 AM
Registration
8:50 AM
Welcome Remarks
Rezwana Manjur
Editor-in-Chief
MARKETING-INTERACTIVE
9:00 AM
[Fireside Chat]
Decoding virality: The science behind content marketing success
- Explore the psychological triggers that make content go viral, including emotions, social proof, and practical value.
- Using data and analytics to identify trends, optimise content strategies, and track the impact of your viral campaigns.
- Discover key elements of highly shareable content, including storytelling, visual appeal, and engaging formats, and learn how to apply these principles to campaigns.
9:45AM
[Case Study]
Fragmentation on the rise: Finding strength in unity
- How marketers can obtain a comprehensive measurement of brands’ content efforts across all platforms.
- How can marketers stay on top of changing trends and mediums to ensure effective audience engagement?
- What is the future of measurement in a scattered media landscape for brands and how can they take advantage of it?
10:15 AM
[Panel Discussion]
Beyond the hype: Scaling AI solutions for smart content creation
- Prioritise preserving genuine human emotions and experiences in order to resonate with audiences on a deeper level.
- Finding the balance between efficiency and creativity is essential for Gen AI to produce a high volume of content while still delivering engaging and impactful messaging.
- Why brands should embrace AI tools and platforms to help streamline their workflows, while focusing on creating authentic content.
10:45 AM
Morning break
11:15 AM
[Case Study]
Stretching the dollar: How brands can maximise content creation on a shoestring budget
- Explore the challenges in lack of resources and budget when drafting content strategies.
- Gain insights to deploy rich and informative content despite tight content marketing budgets.
- Best practices to accelerate UGC in creating buzz and utilising niche keywords to gain significant traffic.
11:45 AM
[Panel Discussion]
Rise of the podcast revolution in the Philippines: What are some of the latest audio consumption trends?
- Explore the diversification of content and why marketers should or should not dive into podcasting.
- Key practices to create quality, informative content as the key to keeping listeners engaged.
- Sustaining the podcast: Why consistency and quality is key in retaining listeners.
12:15 PM
Networking Lunch
1:15 PM
Brand Trivia!
1:30 PM
[Case Study]
Harnessing diverse cognitive styles of neuro-diverse talents to push creativity
- Embracing neurodiversity for greater and more unique creative solutions in a sea of sameness.
- Recognising the contributions that neurodiverse individuals can make in shaping the future of technology, particularly in Gen AI.
- How brands can work with neuro-diverse talents to create a more inclusive, empathetic and creative future of marketing.
Merlee Jayme
Chairmom and Founder
TheMisfitsCamp.com
2:00 PM
Power Hour
Across the next 60 minutes three experts will share short sharp talks on key issues affecting marketing professionals today.
[Power Hour Case Study #1]
The intersection that matters: Hitting that sweet spot of content, culture and experience
- How brands can explore multiple dimensions of passion and culture to truly strike a chord.
- Dissect how blending culture with content can boost engagement and sales.
- Explore strategies for tailoring messaging and content to resonate with local audiences while staying true to the overall campaign message.
[Power Hour Case Study #2]
Goldfish have better attention spans: How to capture the attention of Gen Zalphas in a world of constant scrolling
- Understand their unique characteristics and behaviours, such as their affinity for authenticity, personalisation, and social responsibility.
- Experiment with different formats and platforms to continuously engage: what trends to jump on and what to skip.
- How to incorporate unique and immersive content to elevate content as an experience and retain the audience’s focus.
[Power Hour Case Study #3]
Are you even real? A closer look at how virtual influencers are shaping the new narrative
- How AI influencers can be a great match for experimental campaigns and content ideas.
- Questioning the authenticity of virtual influencers when they lack the ability to resonate with the audience.
- Ethical considerations – transparency of using AI influencers and whether it will be more misleading when it becomes harder to distinguish real people from programmes.
3:00 PM
Afternoon tea break
3:30 PM
[Panel discussion]
Beyond the tear-jerker: Incorporating different elements to push boundaries in content creation
- Strategising the emotional journey in storytelling such as humour and horror in content creation.
- Discern essential data to capture the audience target and infuse with profound meaning to better resonate with consumers.
- Craft meaningful and authentic storytelling by implementing statistics that support credibility.
Samantha Gonzales
Content and Advocacy Lead
L’Oreal Philippines
4:00 PM
Content Champions
Content Champions is a segment in which we highlight brands who have made significant impact in the content marketing space through their executions. The campaigns were first shortlisted for Marketing Excellence Awards 2024, and was further evaluated by the editorial and content team to make the shortlist. During this segment we will be sharing what made these specific brands stand out.
4:30 PM
Closing remarks
5:00 PM