strategic / objectives
| October 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!
Taylor Swift x
TikTok
TikTok launched an interactive hub for the launch of Taylor Swift’s new album, “The Life of a Showgirl.” Fans can unlock Easter eggs, revisit their fandom journey, and discover a personalized song from the album in this one-of-a-kind experience.
Reels Dominate
Instagram
Instagram is testing a new layout where the app opens directly to Reels instead of the traditional photo feed. This reflects its focus on video content as Reels now drive about half of all time spent on the platform.
Are You Celebrating TikTok-Tober?
TikTok has launched #TikTokTober, a 31-day Halloween initiative in October where each day features a different seasonal theme, like haunted travel, fall recipes and DIY costumes to spark engagement and content creation.
#Trending on TikTok
TikTok is officially living in Taylor’s Life of a Showgirl era! The album has sparked countless trends, from viral transitions to fan theories, making it one of the biggest moments on TikTok right now.
Brands couldn’t resist joining the fun either, check out some of our faves:
Marketing News
TACTICS, UPDATES, INSPIRATION & MORE!
Pinterest's Festive
Gifting Guide
Pinterest made a list, and you’ll want to check it twice! Pinterest’s “Festive Gifting” guide highlights the importance of early planning, personalization, and meaningful moments for brands aiming to stand out during peak shopping season.
KFC Scores this
Hockey Season
KFC Canada has given the Colonel a hockey makeover! In a recent ad campaign, the brand swapped his iconic smile for a gap-toothed grin, a playful nod to the rugged look of hockey players, connecting with fans through humour and Canadian pride.
Cerave Partners
With the NBA
CeraVe has teamed up with the NBA as its official skincare and haircare sponsor, launching a social-first campaign with influencer content and digital activations. The partnership also includes a philanthropic program offering dermatology check-ups at Jr. NBA clinics.
Campaign Spotlight: Redken
For a heritage brand, staying relevant is the ultimate test. The fix? A partnership with a star whose iconic hair is a core part of her identity. As the brand’s Global Ambassador, Sabrina Carpenter headlines their latest “Leave It In” campaign, a masterclass in modern marketing.
Blending haircare with humour, this campaign turns a simple leave-in treatment into a campy, theatrical musical filled with playful innuendos, perfectly merging product with personality. It’s smart, self-aware, and wildly shareable. The clever wordplay transforms the product name into a viral hook, ensuring the brand stays on-trend and on-tongue long after the curtain closes.
#WeMakeNews
CHECK OUT WHAT THE SO TEAM HAS BEEN UP TO!
Why Influencer Ad
Disclosure Matters
Think #ad is just a formality? Think again. Navigating influencer disclosure rules is a legal and ethical must for protecting both brand and creator credibility.
Our latest blog breaks down the simple, non-negotiable rules of ad disclosure, from the right hashtags to the real consequences of getting it wrong.
Benjamin Moore
Eco Spec
We partnered with Filipa Jackson to bring The new Benjamin Moore Eco Spec line to life in her stunning powder room makeover! Eco Spec is the brand’s greenest and lowest-odour paint, designed for eco-conscious customers without compromising performance and quality.
RCVRI Steals the
Spotlight at TIFF
We supported RCVRI’s partnership with F45 to give TIFF festival-goers a well-deserved break from the action. From high-energy HIIT to science-backed recovery, the event delivered the ultimate sweat-and-unwind experience to media and tastemakers.
Maple Leaf Foods
Protein Power Guide
We are #SOproud to have launched the Maple Leaf Foods Protein Power Guide, showing Canadians how protein fuels the body, supports a balanced diet, and contributes to a healthier, sustainable future.