Sony and Disney Marketing Execs on Collaborating With Influencers and Leaning Into TikTok’s Algorithm

variety.com:

Variety and TikTok held the third annual Variety Culture Catalysts Dinner on Tuesday evening to celebrate marketers across film and television.

The night opened with a warm welcome from Dea Lawrence, Variety’s chief operating and marketing officer, followed by remarks from TikTok’s media and entertainment director Reia Davidson. “This is our third year hosting the Variety and TikTok Culture Catalyst event,” Davidson said. “I must say it is truly one of the events that I look forward to the most every year because it is just such a rare occasion that we get all of you industry leaders in one place on a single night.” Davidson added, “TikTok is cultural impact.

And we all know that TikTok drives discovery, but what’s clear today is that the power of TikTok doesn’t stop there. TikTok is where discovery leads to action.

It’s where fandoms are born and communities flourish, and it’s where creativity knows no bounds. And TikTok is also your partner to drive meaningful business outcomes, from opening weekend ticket sales and moviegoing to efficient subscriber acquisition and tune-in.” The evening event featured an intimate conversation, moderated by Variety TV editor Michael Schneider, with execs from the Disney Entertainment TV social team: Brittany Mehciz, VP of social media and influencer partnerships at Hulu; Whitney McGowan, director of social media at Onyx Collective; Megan Wahtera, VP of social media and synergy at Freeform; Blen Blatt, VP of digital marketing at ABC Entertainment; and Abby Ho, VP of social media and engagement strategy at Disney Branded Television.