strategic / objectives
| May 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's
New Feature
Instagram has introduced “Blend,” a feature that enables users to watch and share Reels collaboratively within direct message chats. By creating a shared Reels feed, friends can discover content based on mutual interests, enhancing engagement and fostering deeper connections.
Reels Edit App
Launches
Instagram has launched a new app called “Reels Edit” to simplify video editing for creators. The app offers advanced tools like cropping, trimming, and voiceovers, aiming to enhance content creation and boost engagement through easier editing.
Tiktok Adds Location Reviews
TikTok is testing in-stream business reviews, allowing users to rate and review businesses directly within the app. This feature aims to enhance user engagement and provide valuable feedback for businesses.
#Trending on TikTok
This April, Coachella made its return, and while fans were technically there for the music, the real headliners were the brand activations. Coachella is a playground for marketers, with brands like insurance giants State Farm and celebrity-owned brands like Kendall Jenner’s 818 Tequila, building buzz through immersive experiences, photo-worthy pop-ups, and exclusive merch drops.
Music festivals offer something few platforms can, a captive, culture-savvy, content-hungry audience, ready to engage and share. For brands, it’s not about being seen at music festivals, it’s about becoming part of the cultural conversation around it.
Marketing News
TACTICS, UPDATES, INSPIRATION & MORE!
#SpeakYourMIND
The Ice Bucket Challenge returned in 2025 to support mental health via the #SpeakYourMIND campaign and nonprofit Active Minds. Some in the ALS community are upset, fearing it overshadows the original goal of raising awareness and funds for ALS.
818 Races in
Sports Marketing
818 Tequila has partnered with NASCAR driver Toni Breidinger, to help drive its sports marketing efforts. The collaboration highlights 818’s focus on female empowerment and expands the brand’s reach by tapping into Breidinger’s growing fan base.
The Gift Every
Mom Wants
Kraft Mac & Cheese and luxury jeweller, Ring Concierge, have teamed up to launch a limited-edition 14-karat gold macaroni necklace for Mother’s Day. Priced at $25, it offers a nostalgic yet upscale twist on the classic macaroni jewellery.
Campaign Spotlight: Kinton Ramen X UNIQLO
Kinton Ramen has partnered with UNIQLO Canada to launch an exclusive UTme! collection, transforming ramen culture into wearable art. The collaboration features hand-drawn illustrations by Toronto-based artist Tanya Mu, available on customizable T-shirts and tote bags.
We’re taking note of this culture-driven collaboration, where food, fashion, and fandom collide to take the brand beyond the bowl. By partnering with UNIQLO and launching limited-edition merch, Kinton Ramen cleverly creates a new, playful touchpoint for loyal fans while expanding its reach through the lens of streetwear.
#WeMakeNews
CHECK OUT WHAT THE SO TEAM HAS BEEN UP TO!
It's Award Season!
Awards season has officially arrived, and we’re taking a moment to celebrate all things SO, our work, our wins, and the incredible team that makes it happen.
Keep an eye on your inbox as we share exciting updates and a special awards edition of our newsletter highlighting the stories and successes that are making headlines. You won’t want to miss it!
We Got a Mini Makeover
This April, SO underwent a mini makeover, and we’re thrilled with the results! These fresh updates provide a more open, collaborative, and inspiring office environment. Check out the transformation below!
Get To Know
SO on TikTok
After a little TikTok hiatus, we’re officially back and better than ever! Last week, Brooke gave us a behind-the-scenes look with a “Day in the Life” video. Haven’t watched it yet? Hit the link below to check it out.
NYC Auto
Show 2025
The SO team had the privilege of joining Kia at the 2025 New York International Auto Show, where Kia announced two exciting new vehicles! Click the link below for an exclusive first look at the all-new EV4 and K4 Hatchback.