strategic / objectives
| April 2025
SO. IN THE KNOW
Read on to learn more about what’s new in the digital world!
Social Media News
PLATFORM UPDATES, TRENDS & MORE!
Instagram Adding
Reposts
Instagram’s new Reposts feature lets users reshare other accounts posts—just like retweeting on X. It also provides reach insights, helping track engagement and visibility. Plus, Instagram is testing a dedicated Reposts section in profiles, making it easier to find reshared content and measure its impact.
Reddit Expands
Ad Inventory
Reddit has expanded their ad inventory, now allowing advertisers to serve ads between comments on conversation pages. This update will help brands integrate more seamlessly into discussions, improving targeting and interaction opportunities within Reddit’s active communities.
TikTok Ban
Update
The U.S. government has extended the deadline for ByteDance to sell TikTok’s U.S. operations for a second time, giving the app more time to find a suitable buyer.
#Trending on TikTok
The White Lotus is taking over TikTok with stunning visuals, wild twists, and a perfect mix of dark humour and drama. From viral memes to deep-dive fan theories, its lavish aesthetic has social media buzzing.
Brands are jumping in, like Knix, with reactive content, while others secured premium partnerships early on. The White Lotus locked in deals with American Express, Diageo, and Google Pixel before the latest season aired.
This signals a shift from traditional sponsorships to immersive brand integrations. By featuring elite experiences and aspirational products, The White Lotus has turned entertainment into a luxury lifestyle showcase, deepening engagement and exclusivity.
Marketing News
TACTICS, UPDATES, INSPIRATION & MORE!
Influencer
Marketing Surges
Sprout Social’s latest survey shows that in 2025, 59% of marketers plan to increase collaborations with influencers, aiming to boost brand awareness and engagement amid a rapidly evolving social media landscape.
April Fools
Round Up
Brands went all out for April Fools this year, with pranks ranging from hilariously absurd to downright bizarre. Click the link below to see how companies embraced creativity and humour to grab attention.
BÉIS Human
Claw Machine
BÉIS took experiential marketing to new heights with a human claw machine at LA’s Westfield Century City Mall. Shoppers lined up to grab a berry-coloured carry-on, and the stunt quickly went viral on social media.
Campaign Spotlight: Glossier
All brands want to boost customer loyalty and store visits, and Glossier nailed it with a playful, interactive twist: a beauty passport! The passport allows shoppers to collect exclusive stickers at Glossier stores in the US and UK, while also personalizing their book with Polaroid photos taken in-store, making every visit feel like an experience worth sharing.
Glossier’s beauty passport boosted store visits and engagement by making loyalty fun and shareable. Shoppers weren’t just making purchases, they were curating their own Glossier journey, eager to complete their passport and show it off online. The initiative not only increased foot traffic but also amplified digital buzz, reinforcing Glossier’s reputation as a brand that understands the power of community, creativity, and interactive retail.
#WeMakeNews
CHECK OUT WHAT THE SO TEAM HAS BEEN UP TO!
100 Years of Loacker!
To celebrate Loacker’s 100th Anniversary, we collaborated with Canadian baking duo Jenna Rae Cakes on a show-stopping creation, a 100-layer Loacker cake!
Crafted over four days, this towering masterpiece features Loacker’s signature wafers, patisserie, and biscuits, honouring a century of indulgence.
BTS with TipTop
The SO Team got an exclusive look behind-the-scenes of TipTop’s Prom 2025 offerings with Erika Wark! Keep an eye on our social media channels to catch all the exclusive content.
Savour the Sizzle
We hosted media for an exclusive, hands-on experience at the Weber Grill Academy, offering an in-depth preview of Weber’s 2025 lineup. The event featured the latest grills, smokers, griddles, and accessories, allowing attendees to explore the innovative features and design enhancements firsthand.
Marcelle Mavens
The #MarcelleMavens are back! We’re kicking off the second year of our Marcelle Nano Influencer Program, designed to engage skincare enthusiasts with a focus on authenticity and real-world influence. Check out some of the content they’re creating below!