strategic / objectives
| August 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!
TikTok Expands Ad Placement Offerings
TikTok is expanding its “Out-of-Phone” advertising program to more screens, bringing content to displays in taxis, malls, airports, and even water refilling stations. As the line between social and conventional advertising further blurs, brands that adapt to this new reality could see big payoffs.
New Meta Edits Features
Meta adds new editing features to its “Edits” app, including AI-powered tools and templates, enhancing short-form video creation for Reels. Creators now have more options with audio, transitions, fonts and more, making it an even more powerful resource to create engaging content.
New TikTok Creator Tools and More
The app has introduced a new “Creator Inbox” with more features as well as tools that let creators ensure content meets community standards. Paired with enhanced parental controls, fact-checking and “missions” to promote well-being, the app is prioritizing trust, accountability and safety.
#Trending on TikTok
This month’s viral sensation came courtesy of a very unexpected source: a kiss cam. At a Coldplay concert, two (former) executives from the software company Astronomer were caught sharing a not-so-innocent moment, exposing their affair to the entire stadium… and, soon after, the entire Internet, being dubbed the “cheating scandal” of the summer.
As the scandal took over timelines, savvy brands saw their window and dove in. From IKEA to Tide, Chipotle to Lego, marketers across industries seized the moment, using sharp wit and on-brand humour to insert themselves into the conversation. The payoff? Spikes in engagement, waves of earned media, and a reminder that when done right, real-time relevance wins on social media.
Marketing News
TACTICS, UPDATES, INSPIRATION & MORE!
Love Island: a
Brand Bonanza
Love Island: you were either hooked and couldn’t stop talking about it, or you didn’t watch and couldn’t escape hearing about it. Either way, it dominated the conversation this summer and many brands joined in through official partnerships or well-timed social media posts. Here are some of the best!
Manscaped "Face
Pics" Campaign
To promote their new line of facial grooming products, Manscaped encouraged men to send “face pics”, a cheeky twist aimed at replacing the unwelcomed explicit photos. The message struck a humorous tone, cleverly combining product promotion with cultural commentary.
Pinterest 2025 Holiday Guide
As if 2025 wasn’t going by fast enough, Pinterest recently released their 2025 holiday guide. Savvy marketers know it’s never too early to prepare for the holiday season, and with consumer spending down, this year will require bold, out-of-the-box strategies.
Campaign Spotlight: Astronomer
We’ve got to give credit where it’s due, and Astronomer deserves a big PR shoutout for taking a creative approach to what has been a nightmare crisis comms situation. Let’s face it, having your CEO and head of HR caught having an affair on the Jumbotron at a Coldplay concert isn’t something you prepare for, but with a little star power, they managed to turn the moment on its head.
In a move no one saw coming, Astronomer brought in Gwyneth Paltrow, Coldplay singer Chris Martin’s ex, to star in a cheeky ad that played off the scandal and poked fun at the situation. It was a bold, self-aware response that not only disarmed the drama but also introduced a whole new audience to what Astronomer does and what they have coming up.
#WeMakeNews
CHECK OUT WHAT THE SO TEAM HAS BEEN UP TO!
Paid vs. Organic Social
Ready to level up your social media game?
Our latest blog post explores why the smartest brands are moving beyond the old “organic vs. paid” debate and seeing stronger results by combining the two. Click the link below to discover how an integrated approach can drive real impact!
Canadians Come Together For #BurgersToBeatMS
Strategic Objectives executed a buzz-worthy launch event in Toronto for the Canadian debut of Alexa+. From fireside chats to live musical performances, this experience-led event captivated media and creators alike. Take a look at some highlights from the night!
Get to Know
the SO Team!
2026 is here, but we’re still taking a moment to celebrate last year’s wins. From standout moments to our most notable numbers, we shared the highlights that defined 2025 in our 2025 Wrapped, check it out at the link below!
Case Study:
An Evening with Kia
The SO team is known for making news, no matter the season! Our recent coverage roundup showcases some notable media coverage featuring our incredible clients Keen, STRONG Pilates, and Watier. Check them out below!