strategic / objectives
| September 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!
AI Voice
Translations
Creators, get ready to seriously expand your reach! Meta is rolling out AI-powered voice translations that let your videos sound like you speaking in other languages. This means your content can instantly connect with audiences across the globe without language barriers.
Content Ideation
Strategies
Struggling to find your creative spark? The YouTube team just released eight ideation strategies for creators looking to freshen up their content. Not on YouTube? These strategies can work for anyone, regardless of platform or niche.
TikTok Rolls Out Hashtag Limit
TikTok is rolling out a five-hashtag limit per post, a move designed to combat spam and shift to more algorithmic-driven discovery for everyone. This change brings TikTok in line with other platforms that are deprioritizing hashtags.
#Trending on TikTok
August ended with a Love Story moment that shook the internet! Taylor Swift announced her engagement to Travis Kelce on Instagram, and Swifties and the NFL world collectively lost their minds.
Within minutes, you could practically hear brand social teams saying, “Are you ready for it?” From Pillsbury to Amazon to Urban Outfitters, everyone wanted in on the fairytale. Some recreated the dreamy photoshoot, others borrowed the instantly iconic caption, and plenty tapped into “So High School”—the Taylor Swift song Travis has publicly said reminds him of their relationship. Click below to see which brands got it all too well.
Marketing News
TACTICS, UPDATES, INSPIRATION & MORE!
Pinterest Fall
Trends Report
Pinterest’s latest trends reveal what Canadians are obsessing over this fall, and there’s a lot we can learn. From pickle-inspired nails and caffeine-core neutrals to dreamy European getaways, these trends highlight what’s capturing attention this season.
Rare Beauty
x Tajín
Cross-industry collaborations are on the rise and here’s a standout example! Rare Beauty has teamed up with iconic seasoning brand Tajín for a limited-edition cheek and lip set. This collab shows how brands from different worlds are finding creative ways to come together and grab attention.
818 Tequila's
Gen Z Moment
We love a little treat! Kendall Jenner’s 818 Tequila brand is tapping into Gen Z’s “little treat” culture with its newest launch of 818 minis. Their cheeky ‘Free the Nip’ campaign reimagines the shooter as a playful fashion accessory, mixing practicality with bold, fashion-forward flair.
Campaign Spotlight: GAP
Cracking the Gen Z code is no easy feat. This audience can spot inauthenticity instantly, as seen with American Eagle’s campaign with Sydney Sweeney, that received some backlash. What matters to Gen Z is genuine connection, not forced attempts to be “cool.”
GAP’s “Better in Denim” collaboration with KATSEYE got it right. The campaign features the diverse girl group dancing and singing to Kelis’s “Milkshake”, showcasing the fit, style, and versatility of GAP denim in motion. By leaning into Y2K nostalgia and youth culture, GAP transformed a simple product showcase into a celebration of individuality and identity, creating genuine excitement and emotional connection with Gen Z.
#WeMakeNews
CHECK OUT WHAT THE SO TEAM HAS BEEN UP TO!
Another Successful
#BurgersToBeatMS Day!
We’re #SOproud to have partnered again with A&W and MS Canada on the 17th Annual #BurgersToBeatMS Day.
This year, we were thrilled to work with JUNO Award-winning country singer Jess Moskaluke, who met fans at an A&W in Saskatoon ahead of #BurgersToBeatMS Day—signing autographs, snapping photos, and raising funds for MS Canada.
Hot Off the
Press!
When we say #WeMakeNews, we mean it! Click below to see some of the standout coverage we’ve secured for incredible clients like Marcelle, Benjamin Moore, Watier, and Betadine Canada.
Harvey's Brings
the Heat
We’re excited to support Harvey’s with its limited-time Smokin’ Hot Event, featuring new Crispy Jalapeños and bold Ghost Pepper Sauce. Guests can customize their meals to suit their heat tolerance, offering a fiery experience for both spice enthusiasts and newcomers.
Case Study:
STRONG Pilates
Discover how we helped STRONG Pilates make its mark in Canada! This case study walks through the campaign that launched the country’s newest fitness obsession.