strategic / objectives
| March 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 May
Launch Reels App
Instagram is considering launching a standalone Reels app to directly compete with TikTok, as uncertainties around TikTok’s future in the U.S. continue. This move comes as Instagram aims to capitalize on Reels’ popularity, offering a dedicated platform for short-form video.
Snap's Tips for
Effective Branded Content
Snapchat’s 2025 Brand Advertising Guide emphasizes engaging Gen Z through creative content, influencer partnerships, and AR. It encourages brands to use Snapchat’s features to connect with a mobile-first audience.
Instagram Adds
Text Testimonials
Instagram is introducing text-only testimonials in partnership ads, allowing creators to share genuine experiences. This feature enhances authenticity, builds trust, and strengthens brand collaborations.
#Trending on TikTok
Duolingo went viral after announcing the unexpected “death” of its beloved mascot, Duo the Owl. The brand blacked out its social media, updated its bio to “rest in peace, Duo,” and shared a dramatic funeral announcement, leaving fans shocked and intrigued.
The stunt gained even more traction when Dua Lipa, often the target of Duo’s playful affection, expressed her condolences, fueling user-generated content and a 25,560% spike in brand mentions.
Duolingo’s chaotic, meme-driven humor made this campaign feel authentic rather than forced. The takeaway? Virality works best when it aligns with your brand’s personality! Going viral is great, but the real win comes when audiences engage, and that happens when content is authentic to your brand.
Marketing News
TACTICS, UPDATES, INSPIRATION & MORE!
Let Your Body, Body
Dove’s “Let Your Body, Body” campaign encourages body positivity with an interactive installation at The Well in Toronto. Participants can choose a song, dance freely, create a personal video, and receive free Dove products, inspiring them to step outside their comfort zones.
Ikea Slides Into Consumers DM's
IKEA launched a late-night DM campaign in Canada targeting social media users with a playful “U up?” text, offering a discount on mattresses to those who replied. The cheeky move tapped into late-night culture, engaging users in a fun way. Sleep Country Canada quickly newsjacked the campaign, creating a billboard with IKEA’s “U up?” text with the response “Sorry was asleep,” humorously implying that their sleep products are the solution for a better night’s rest.
Campaign Spotlight: Poppi
Poppi learned the hard way that bigger isn’t always better after facing backlash for loaning vending machines to influencers during Super Bowl weekend. Critics slammed the campaign as wasteful and over-the-top.
Things got even juicier when rival brand, Olipop, jumped in, calling out Poppi’s excessive spending. Poppi fired back, claiming they also placed machines in public spots to highlight their community focus. Still, many consumers weren’t buying it.
The campaign missed the mark by seeming out of touch with its audience. It’s a reminder that while influencer marketing can be incredibly effective, balancing it with sustainability and community values is key to avoiding backlash.
#WeMakeNews
CHECK OUT WHAT THE SO TEAM HAS BEEN UP TO!
BIC Glides Into a Second Season With the PWHL
BIC Soleil returns as the Official Razor of the PWHL, building on the momentum of its inaugural season! We’re excited to support BIC once again in connecting with hockey fans through athlete partnerships, in-game activations, and engaging contests and giveaways at home games in Toronto, Montréal, and Ottawa. As a proud advocate for women’s sports, Strategic Objectives is committed to fostering conversations that promote diversity, equity, and inclusion.
International Women's Day
On International Women’s Day, we proudly celebrate the incredible women who inspire us every day. Strategic Objectives is honored to be certified by Women Business Enterprises Canada, championing opportunities for women-owned businesses.
National Human
Trafficking
Awareness Day
We are honoured to advocate alongside Victim Services Toronto (VST). This National Human Trafficking Awareness Day on February 22nd, to raise awareness of its national Reclaim program.
Hot Off the
Press!
We’re celebrating Canadian beauty at its finest with the latest coverage for Watier and Marcelle cosmetics, two brands that make us proud to be Canadian!