strategic / objectives
| November 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!
Pinterest's
Holiday Edit
Pinterest has launched The Holiday Edit, a curated shopping hub powered by trend data and expert picks. The platform helps users find personalized gift ideas, positioning Pinterest as the go-to destination for holiday inspiration.
Instagram Rolls Out "competitive insights"
Instagram unveils a new “Competitive Insights” tool for professional accounts, letting users compare growth and posts with up to 10 peers. The update reflects Instagram’s push to help creators plan and perform better.
"Ghost Posts" Emerge on Threads
Threads has added “ghost posts” that vanish after 24 hours, sending replies straight to DMs. The feature promotes casual sharing and private conversations, encouraging users to post spontaneously and engage more personally.
#Trending on TikTok
Brands love sneaking their products into hit shows, it’s a way to reach engaged audiences in a setting that feels natural, memorable, and culturally relevant. Done right, it sparks conversation, builds awareness, and makes the brand part of the story rather than just a commercial break.
Estée Lauder, however, stumbled in the latest season of Netflix’s Nobody Wants This. Their product placements in the show were so over-the-top that it became a viral topic on social media, with fans mocking it as “one giant ad”.
Marketing News
TACTICS, UPDATES, INSPIRATION & MORE!
Béis x
Rare Beauty
Rare Beauty partnered with BÉIS on a travel-ready “Beauty On‑the‑Go” collection, pairing smart, stylish design with Rare Beauty’s signature shades. Launching just in time for the holidays, the collab extends both brands’ reach while showcasing their style and lifestyle appeal.
Coca-Cola Rolls Out More AI Ads
Coca‑Cola doubles down on AI for its holiday campaign, rolling out new “Holidays Are Coming” spots across TV, digital, OOH, and in-store. Fusing AI with an iconic brand moment has not been without controversy. The brand claims it keeps them relevant and connected to audiences.
Seth Rogen in Latest Roots Campaign
Roots tapped Seth Rogen as its 2025 “Holiday Concierge,” guiding shoppers to the perfect gift with a dose of Canadian charm. The “Anything Roots” campaign arrives just in time for the gift-giving season, highlighting the brand’s heritage, humour, and home-grown identity.
Campaign Spotlight: Wicked
When the first Wicked film hit, we highlighted the brand collaborations that brought the story into fans’ everyday lives. Now, with Wicked: For Good hitting theaters, the franchise has taken it to a whole new level.
The movie has dozens of new partnerships, expanded licensing across categories, and a global push that turns everyday products into extensions of the Wicked universe. It’s a masterclass in using collaborations to build anticipation, deepen fan engagement, and keep the franchise front and centre. Check out the latest ‘Wicked’ brand collabs below!
#WeMakeNews
CHECK OUT WHAT THE SO TEAM HAS BEEN UP TO!
The Power of
Strategic Thinking
Strategic Objectives Co-Founder and Partner, Judy Lewis, recently appeared on the Chatter That Matters Podcast with Tony Chapman!
Listen in as Judy shares her journey building a women-led, purpose-driven PR agency, the power of collaboration, and more. From culture-shifting campaigns to mentoring the next generation, her insights are not to be missed.
Kia Sportage x
Piper Gilles
We teamed up with Canadian Olympian, Piper Gilles, to showcase the 2025 Kia Sportage and how it inspires movement and creativity. Check out the collaboration below!
Halloween
at SO!
At SO, we like to have fun… but we might take Halloween a little too seriously. Check out our latest TikTok to see who was really behind those “touching base” and “circling back” emails!
St. Francis Herb
Farm Women's Line
Fall is for colourful leaves and cozy sweaters, but menopause can change that. Content creator, @lori_dawnolyn, showed how the St. Francis Herb Farm women’s line can help take the “sweat” out of sweater weather.