When Likes Don’t Pay the Bills

Props is Sponsoring ADWEEK’s Social Media Week—Join Us in New York

Influence may spark attention, but it rarely converts. From May 12–14, 2025, the brightest minds in marketing will gather at the Metropolitan Pavilion for ADWEEK’s Social Media Week—and Props will be there as a Silver Sponsor. We’re not just attending. We’re leading a session designed to shift how marketers think about creators and performance.

Our Workshop Details

Influence Isn’t Enough

How AAA Turned Creators Into a Performance Engine
‍
Date: Monday, May 12
Time: 11:25 – 11:55 AM ET
Location: Metropolitan Pavilion, NYC
Register here

It’s easy to get caught in the trap of chasing impressions. But what if creators could do more than generate buzz? What if they could drive business outcomes at scale?

That’s the question we’ll answer in our 20-minute workshop, featuring a real-world case study from AAA. Alongside Props, AAA reimagined creator marketing—not as entertainment, but as a performance channel. The results? Hundreds of thousands of new members. A 20% drop in acquisition costs. And a younger customer base, brought in through content designed to convert.

The People Behind the Strategy

This conversation isn’t hypothetical. It’s led by the practitioners who made it happen:

• Jason Ossenmacher, Group Manager, Acquisition Marketing at AAA
  
• Joseph Perello, Founder & CEO of Props
  
• Lee Sosin, Chief Client Officer at Props
  

From Game Show to Playbook

We’ll kick off with “WILL IT CONVERT?” — a quick-fire, game-show-inspired opener that challenges the audience to predict what actually performs. Spoiler: It’s rarely the polished, studio-lit influencer post.

Then we’ll dig in. The team will share the frameworks that helped AAA break the influencer mold and turn creators into growth engines—paid media tactics, funnel mapping, content structure, and attribution models that connect storytelling to sales.

This is not about theory. It’s about what works.

Walk Away With More Than Notes

Attendees will leave with:

• A proven framework for full-funnel creator strategy
  
• Insights into how distribution—not content—is often the missing piece
  
• A method to separate engagement from outcomes
  
• Concrete tactics to drive acquisition, not just awareness
  

20% Off for the Props Community

As a partner of Social Media Week, Props is offering our community 20% off conference passes. Use code PROPS20 at checkout.

Claim your pass now

This Isn’t Influencer Marketing. It’s Performance.

If you’re ready to move beyond the vanity metrics—and build a marketing engine rooted in measurable outcomes—this is the workshop for you.

We’ll see you in New York.