Howatson+Co, Modibodi among new additions to Retail Marketing Summit

How a brand successfully capitalised on the power of TikTok, and an exploration of how AI is shaping behaviours and attitudes amongst retail consumers, are the next sessions locked in for Mumbrella’s Retail Marketing Summit 2024.

In mid 2023, period underwear brand Modibodi made headlines for creating a period drama that showcased the awkward realities of menstruating while dealing with the struggles of being Gen Z.

The TikTok drama was a hit, and saw the brand’s sales grow by 75% within its first month.

And now, Liana Lorenzato, chief marketing officer of Modibodi, and Dom Hickey, chief strategy officer at Howatson+Company, the creative agency that partnered with Modibodi for the campaign, are officially confirmed to speak.

(L-R): Liana Lorenzato, Dom Hickey

The session, ‘How Modibodi Hacked TikTok’s Algorithm to Attract a Gen Z Audience’, will roll back the curtain on their collaboration, providing delegates with all the behind-the-scenes secrets and strategic thinking that went into the internationally acclaimed campaign.

Lorenzato and Hickey will also discuss the importance of authenticity and collaboration, while also sharing why companies cannot afford to solely rely on branded content for audience engagement.

Meanwhile, with AI continuing to be the hot topic of conversation for people across industries, Super Retail Group, parent company of Supercheap Auto, rebel Sport, BCF and Macpac, will examine the issue using a retail consumer-focused lens.

Aaron Fuller, Super Retail Group’s general manager, member engagement, will be joined on stage by Douglas Nicol, partner at The Works, part of Capgemini.

(L-R): Aaron Fuller, Douglas Nicol

‘Your Journey Has Been Disrupted: How AI is Changing Retail Consumer Attitudes and Behaviours’ will look into AI’s impact on Australian consumers – particularly in how they make purchasing decisions – and the country’s overall shopping culture.

Fuller and Nicol will leverage qualitative and quantitative research, and concrete examples, to provide delegates with a clear picture of the state of retail consumers and AI – and offer a thought-provoking discussion on how brands can hone their competitive edge as the concept of the customer journey evolves.

The aforementioned speakers join a roster of thought leaders and retail marketing innovators, including News Corp Australia’s Pippa Leary, IKEA’s Kirsten Hasler, Adore Beauty’s Dan Ferguson, Boody’s Ruth Haffenden and more.

The Retail Marketing Summit will be held at the Crown in Sydney on 13 March, 2024. Tickets are available now.


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