Path to Purchase Expo

Save the Date!

October 2-4, 2018 | Minneapolis Convention Center | Minneapolis, MN

Taking a Gamble: How Tyson Pioneered Innovation in Social Media Testing to Reach Millennials

Date and Time: 
Thursday, September 28, 2017 - 1:00pm to 1:45pm

With social platforms constantly evolving their offerings, it can be overwhelming for brands to understand how to best integrate social into marketing strategy and how to measure its success. Learn how Tyson Foods helped pioneer success metrics and benchmarks for Instagram Stories through thoughtful testing led by an influencer marketing company. Tyson Foods will walk attendees through its recent Halloween campaign which focused on testing Instagram Stories to reach Millennial couples who shop at Sam’s Club. Walk away with dos and don’ts of working with innovative platforms and learn how to measure success. Attendees will: 

  • Learn how to bring innovation to social media and influencer marketing tactics.
  • See what a verified measurement of success looks like on new platforms.
  • Learn best practices for testing campaigns on evolving social platforms to make a meaningful spend.
Heather Nichols
Karen Doan

Speaking at this Session

Karen Doan

Karen Doan

Sr. Manager, Shopper Marketing
Tyson Foods

Karen Doan has over 25 years experience working in sales at CPG companies like Unilever, Dole and Del Monte. She has since moved to shopper marketing and has been there for the last 10 years.


Heather Nichols

Heather Nichols

VP, Business Development
Collective Bias

Heather Nichols leads a business development team based in Rogers, AK, working with shopper and brand teams to create effective influencer marketing partnerships. She has experience across holistic marketing strategies, including traditional (Time), in-store, digital (MaxPoint) and social media.