strategic / objectives
| FEBRUARY 2026
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 to Stay
in The US
TikTok’s Chinese owner ByteDance has agreed to form a U.S.-based joint venture that will be majority-owned by American and global investors. The app will continue operating in the US under defined safeguards that protect United States user data.
X Tries Paid
Promotion Tags
X has begun testing new in-feed “paid promotion” tags that auto-label sponsored content. This change could streamline how paid partnerships are disclosed, in line with Meta, YouTube, and TikTok.
TikTok Remains in Canada For Now
Canada’s federal court has struck down a government order that would have forced TikTok to shut down its Canadian operations, allowing the short-form video app to keep operating for now.
#Trending on TikTok
Last month, TikTok creator Romeo Bingham struck gold with a catchy homemade jingle celebrating her love for Dr Pepper, and the internet couldn’t get enough. The tune went viral almost overnight, and Dr Pepper jumped on the moment, turning it into a national campaign featured during the College Football Playoff National Championship in January.
This is a prime example of reactive marketing in action: by responding quickly to an authentic, fan-driven trend, Dr Pepper amplified organic buzz into a full-scale campaign, boosting reach, engagement, and brand relevance.
Marketing News
TACTICS, UPDATES, INSPIRATION & MORE!
HEINZ Makes
Dipping Easier
The launch of the Heinz Dipper, a new French fry box with a built-in ketchup compartment, allows for mess-free eating on the go. Toronto sports fans are invited to try out the new packaging at Scotiabank Arena, as part of their global rollout.
Team Canada
Fleece goes Viral
Fans can’t stop talking about Shane Hollander’s cozy Team Canada zip-up from the hit TV show Heated Rivalry, and in response to its viral popularity, Crave has teamed up with Canadian brand Province of Canada to finally make one of the show’s most iconic pieces shoppable.
Showing "Love in
This Economy"
Sweethearts unveiled a new set of candy heart messages, like “Split Rent” and “Cook for 2”, reflecting how rising costs are reshaping Valentine’s traditions. The campaign celebrates budget-conscious acts of love, proving romance doesn’t have to come with a high price tag.
Campaign Spotlight: Duolingo
Duolingo is encouraging fans to brush up on their Spanish ahead of the Superbowl LX halftime show with its “Bad Bunny 101” course. Inspired by the Puerto Rican superstar, the campaign helps viewers brush up on key Spanish phrases from his hits, making the predominantly Spanish-language performance more accessible, fun, and interactive.
Rather than splurging on a 30-second in-game spot, Duolingo has found a smarter way to insert itself into the conversation. The campaign leans on pre-game TV and targeted audio placements on Spotify, Pandora, SiriusXM, and SoundCloud, reaching Bad Bunny fans where they’re already listening and engaging. It’s classic Duolingo: witty, culturally aware, and useful.
#WeMakeNews
CHECK OUT WHAT THE SO TEAM HAS BEEN UP TO!
SO Announces
New VPs
SO proudly announces the promotion of Sadie Tory and Saul Lewis to Vice President! Read the announcement below to learn more about their industry impact and what’s ahead as they step into new leadership roles.
Alexa+ Launches
in Canada
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!
That’s a Wrap
on 2025!
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!
Hot Off the
Press
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!