Not Your Parent’s Borax: The Role of Influencers in Shaping Consumer Perceptions of an Age-old Brand
Date & Time
Tuesday, March 13, 2018, 10:00 AM - 10:45 AM
Ken Krasnow Brian Dorgan
Like it or not, today’s social shoppers can often discover, spread and create new usage occasions (even those that are not brand-approved) for brands. Case in point: 20 Mule Team Borax, or TMT Borax, for short. TMT Borax has been in millions of homes for several decades as a versatile cleaning product, but it wasn’t until a recent, "slimy" trend that thrust this all-purpose product into the homes of our country’s burgeoning Millennial segment. TMT Borax’s challenge was to educate its newfound Millennial consumer on the variety of approved usages for its product in hopes of making TMT Borax a staple item in a family’s shopping cart for years to come. Attendees will:
  • Understand the role of content in changing audience perspectives.

  • Discover the importance of video in shopper execution, particularly with Millennials.

  • Learn brand challenges and solutions.

Session Evaluation

Location Name
Utopia C
Full Address
Renaissance Schaumburg Convention Center Hotel
1551 Thoreau Drive North
Schaumburg, IL 60173
United States
Seminar Track