Big Lessons from Big-Name Canadian Collabs (And How to Steal Them)

Star power’s great, but the real magic is in strategy, story, and a little creativity.

August 20, 2025

Hey friend,

Did you catch last week’s star-studded Canadian campaign launches? Knix and Kristen Bell are reminding women “You’re Good” in their new campaign for leak-proof underwear, and Canadian legend Shania Twain has officially taken over our McDonald’s orders for a limited time.

We love a good star-power moment, but let’s be real, most brands don’t have the budget to pull that off. The good news? There are still plenty of lessons small brands can borrow to build influential, collaborative campaigns of their own.

Coming Up

Celebrity campaigns get all the press, but the magic isn’t really about who’s on the billboard. It’s about the strategy underneath the stories, the emotional hooks, the little details that make people stop scrolling and pay attention.

And no, you don’t need Shania or Kristen on your roster to make that happen. This is basically the influencer playbook in disguise.

The Playbook: What Smaller Brands Can Learn

1. Keep It Real

Knix didn’t just hire Kristen Bell because she’s famous. She’s been wearing their stuff for almost ten years. That’s why it doesn’t feel forced.

Your move? Forget the biggest influencer in town. Work with someone who actually uses your product and would talk about it anyway. Authenticity travels farther than follower counts.

2. Tell Your Origin Story

Shania’s McDonald’s partnership works because it isn’t random, she literally worked there as a teenager. It’s a full-circle moment, and Canadians love that.

Your move? What’s your full-circle story? A founder’s scrappy start? A customer who’s been with you since day one? That’s the stuff that makes people lean in.

3. Give Them Something to Share

Yes, McDonald’s really dropped a cowboy boot keychain with Shania’s menu. Silly? Absolutely. But you can bet Instagram noticed.

Your move? It doesn’t have to be merch. Think limited-edition packaging, a fun collab, or even a TikTok challenge that people want to be part of.

4. Make Them Feel Something

Knix’s “You’re Good” tagline lands because it’s not about underwear at all, it’s about reassurance. A tiny emotional moment that makes you smile.

Your move? Figure out the feeling your brand can tap into. Nostalgia, humor, pride, comfort, whatever it is, it’ll stick way longer than a product feature.

The Takeaway

Knix leaned into values and intimacy. McDonald’s leaned into nostalgia and fun. Two different approaches to leveraging celebrity partnerships, both wins.

For smaller brands, the lesson is simple. You don’t need a superstar budget to create influence. You just need a story worth telling, and the right people to help you tell it.

Community Spotlight: The Star Power of Authentic Partnerships with Kristyn Snell

We spoke with Kristyn, Founder & CEO of MODERNSPEAK, on how smaller brands can unlock the influence of creators through community-first strategies and long-term collaboration.

With 15+ years in lifestyle marketing, Kristyn has helped shape influencer campaigns across travel, lifestyle, and consumer brands. At MODERNSPEAK, she’s on a mission to bring honesty and integrity to the creator space.

Q: For smaller brands with tight budgets, what’s your advice on starting out with creators?
A great place to start is your own community—your best customers, superfans, or people already tagging you. Often, they’re excited to share your product in exchange for gifted items or an affiliate setup. And if you do invest, think beyond reach: hiring creators for UGC you can repurpose in ads can stretch your budget much further.

Q: From the creator’s perspective, what makes a brand partnership feel authentic instead of transactional?
The most authentic partnerships happen when brands take a long-term view. Repetition matters—followers need to see a brand multiple times before buying. Ongoing collaborations, not one-offs, are what feel real and build trust.

Q: What mistakes do brands often make when working with creators?
Treating it like a one-time campaign. Focusing only on follower counts. Restricting creative freedom. Forgetting usage rights. All of these limit results. The best partnerships are relationships—guided by clear goals but with room for the creator’s authentic voice.

Connect with Kristyn on LinkedIn and learn more about MODERNSPEAK at modernspeak.co.

Thanks to Kristyn for keeping it real and sharing practical advice we can use!

SocialNext: The Rundown

There’s only 2 weeks left of SNMA Summer School and sadly, yes that means only 2 more weeks of August. Make the most of it and come spend 30 minutes with the SocialNext Marketing Alliance and bring some fresh inspo and tactics into September.

Here’s what’s coming up:

August 20 - The Undying Importance of Understanding the Customer Journey
Talitha McCloskey, Program Lead, Growclass
Don’t know where your customer journey begins and ends? Talitha from Growclass is sharing how we can map it out and turn customers into long-lasting connections.

August 28 - Think Outside the Box this Holiday Season with Pinterest
Alex Green, SMB Sales Manager, Pinterest
You know what they say, the early marketer gets the holiday customer! 😉 SNMA summer school closes out with a bang as Pinterest helps us prepare for the holidays.

  • Free for all SNMA members

  • Hosted live in the SNMA Circle space at 10 AM MST/12 PM EST

See you there!

SocialNext Events Roundup

There is only 1 week left to save $100 on a ticket to Halifax’s SocialEast. 500+ marketers. 25+ expert speakers. 100s of new connections and fresh ideas. 85% sold out. Get your ticket to Atlantic Canada’s largest digital marketing conference.

Join the SocialNext community on the west coast for their last event of the year, SocialPacific! On October 30, 400+ marketers come together to gain connections, insights and strategies that will kick off 2026 on a whole new level.

Canadian Marketing & Business Weekly Brief

Indigenous Leaders Warn on Ottawa’s Fast-Track Plans — With the new Building Canada Act, former chiefs caution Ottawa risks repeating Trans Mountain’s mistakes, sparking more court battles if First Nations aren’t fully consulted.

Manitoba Makers Halt U.S. Shipments — With the end of the U.S. “de minimis” tariff exemption on Aug. 29, small businesses like Winnipeg’s Apothecandy Shop are suspending American orders, citing costs and red tape. Craft producers warn the change could cut off up to 60% of sales.

Air Canada, Flight Attendants Reach Tentative Deal — After nearly a week of cancelled flights and travel chaos, Air Canada and CUPE have struck a tentative contract agreement. Flights will resume gradually, though full recovery may take over a week.

New WestJet Business Card Takes Flight — In light of the Air Canada chaos, WestJet and RBC have launched a co-branded business Mastercard that gives instant Silver status, free checked bags, and accelerated rewards, aimed at luring Canada’s small-business travelers.

The TikTok Power Play — PWHL star Emma Maltais is turning bus rides into viral moments, proving how authentic athlete-led content can spark fan connection, brand loyalty and build an engaged community.

When Free Isn’t Free — Ottawa’s Canada Strong Pass drew record crowds to parks, but the policy raises a bigger question: can mass-access perks coexist with sustainability?

CEO Without the Title — Canada Goose’s Dani Reiss avoided putting “CEO” on his business card for years, reflecting a humility-first approach to leadership as the brand went global.

Venture for Canada’s ETA Academy — Curious about buying a business in Canada? ETA Academy 101 **is your 4-week, virtual crash course into business acquisition. Learn from seasoned investors, lawyers, operators, and brokers—no fluff, just practical insights on sourcing, valuation, and funding a business generating 2-5M in EBITDA or valued between 5–15M.

Sept 17 – Oct 20, 2025 | Remote | $1,250 CAD | Only 50 spots | Deadline to apply: Aug 29

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