strategic / objectives
| July 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!
Meta Announces AI-
powered Ad Tools
Meta has unveiled new AI-powered ad tools, including image-to-video generation, branded visuals, and in-ad chatbots, designed to streamline creative production and boost campaign performance. These updates mark a major step toward more personalized, automated advertising at scale.
Pinterest Summer
Trend Report
Pinterest’s 2025 Summer Trend Report highlights a bold, nostalgic return to ’90s and Y2K styles in fashion, beauty, home decor, and food, celebrating vibrant self-expression and creativity. From maximalist looks to DIY projects, it’s all about embracing joyful
moments this season.
Threads
Introduces DMs
Meta’s Threads app has introduced a standalone direct messaging feature, allowing users to send private messages within the platform. This move aims to establish Threads as a distinct social media platform, catering to its growing user base and enhancing user engagement.
#Trending on TikTok
Love Island is back, and it didn’t take long for a hilarious moment to go viral on TikTok! On this popular reality dating show, where singles live together in a villa, couple up, and face challenges to find love, a contestant awkwardly dropped the bombshell that she’s a mother to her love interest. The clip quickly blew up, sparking waves of memes and reactions.
While this might not seem like an obvious brand moment, many brands, including Taco Bell Canada, Tim Hortons, and Supergoop, quickly joined the conversation. By engaging with popular culture in real-time, these brands showed they’re tuned in to what their fans care about, creating authentic connections and boosting relevance in a fun, organic way that resonates on social media.
Marketing News
TACTICS, UPDATES, INSPIRATION & MORE!
Pinterest x
Chamberlain Coffee
Pinterest has teamed up with Emma Chamberlain’s Chamberlain Coffee to launch its first co-branded consumer product. The idea, spanning flavour, design, and campaign visuals, was developed from their “Fisherman Aesthetic” trend identified in the Pinterest Predicts annual report.
Puma Brings
Shoes to Fortnite
Puma is expanding its marketing strategy by launching “PUMA Kicks” inside Fortnite, allowing players to purchase virtual versions of its real-world sneakers using V‑Bucks. By bridging physical products with virtual fashion, Puma is evolving its positioning in ways that extend beyond traditional advertising.
Olipop x Amazon
Olipop partnered with Amazon Ads to drop five-cent “VIP PR boxes” filled with seasonal flavors and branded merch, designed to spark organic unboxing content from fans. To fuel even more buzz, they’re transforming the Austin Motel in Texas into themed suites and offering four-day stays through a contest.
Campaign Spotlight: Lancôme
Chuck Bass is back, and so is the gloss that ruled high school hallways and MySpace profiles. Lancôme is throwing it way back for the 25th anniversary of Juicy Tubes, the brand’s iconic lip gloss, with a Y2K dream cast including Paris Hilton, Hilary Duff (yes, with animated Lizzie), Mischa Barton, and Ed Westwick doing his best smolder.
This campaign is a masterclass in nostalgia marketing. It taps into millennial memories while giving Gen Z the retro aesthetic they can’t get enough of. Lancôme is reviving an iconic product with the faces that defined a generation. The brand isn’t just selling lip gloss, they’re selling a trip down memory lane—back to flip phones, butterfly clips, and way too much shiny lip balm.
#WeMakeNews
CHECK OUT WHAT THE SO TEAM HAS BEEN UP TO!
Start Your Summer Chapter With Kindle
Amazon Kindle kicked off summer with an immersive celebration of reading, bringing media and influencers together to explore all things Kindle.
The event highlighted Kindle as the perfect summer companion and celebrated the joy and magic of storytelling to inspire a memorable summer of reading.
The Macallan Unveils New Packaging
The Macallan has reimagined the packaging for its Timeless Collections, Double Cask, Sherry Oak, and Colour, blending heritage with modern design by artist David Carson. Same unmistakable taste, now with a bold new look!
59 Seconds of Beauty With Emma Maltais
BIC partnered with ELLE Canada and PWHL star Emma Maltais for a special episode of 59 Seconds of Beauty, showing how the BIC Soleil Glide Razor helps her feel confident. Watch the video to see how this shea butter-infused razor fits into Emma’s routine.
RCVRI is Canada's New Recovery Destination
RCVRI, a premium performance wellness and recovery studio, launched in Canada this July with the support of SO. Designed to make cutting-edge recovery solutions accessible to all, RCVRI Toronto is your new destination to restore, recharge, and feel your best.