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All we need is somebody to lean on
Strengthen your marketing by leaning on your community
Hey friend,
It seems we’ve had to mention the absolute shitstorm that has been 2025, one time too many, but in the wake of chaos, Canadians are coming together to support one another as a community—one of the hottest marketing topics for 2025.
Are you activating community-based marketing |
Canadian Tech Startups Band Together
Canada’s tech community is rallying together in response to growing concerns over inclusivity in the industry. An open letter titled Innovation Includes Everyone, is making waves, calling on tech leaders to take a stand against discrimination and uphold inclusive values.
The movement comes after one of Canada’s largest and most valuable tech companies was thrust into the spotlight for their part in hosting an antisemitic product, sparking conversations about the responsibility of platforms in shaping ethical digital spaces.
The future of our industry—and our country—depends on defending what makes us different. We must reject efforts to erase diversity, dismantle inclusion, and undermine equity. We must not tolerate, platform, or profit from hate.
With over 350 signatures and counting, the letter urges Canadian tech leaders to reaffirm their commitment to diversity, equity, and inclusion (DEI) at a time when some companies appear to be scaling back their efforts.
The conversation is gaining traction, and more industry leaders are expected to add their names. If you work in tech or support a more inclusive industry, you can read the full letter and sign in support here.
The looming tariffs continue to shape our next move as marketers, inching us closer to increased costs from our American neighbors. So, how can we stretch our budgets while staying connected with our Canadian audience? You guessed it: community.
Right now, Canadians are actively rallying behind homegrown businesses, creating a golden opportunity for marketers to lean into their communities and embrace word-of-mouth marketing. By tapping into existing audience loyalty and forming strategic collaborations with fellow north-of-the-border brands, we can reinforce the importance of buying local.
Here’s how to make the most of this moment:
Prioritize Social Proof – Actively collect and showcase customer reviews and testimonials.
Launch a Community-Focused Campaign – Create engaging social campaigns that encourage user participation and storytelling.
Spotlight Your Biggest Fans – Feature your most dedicated audience members on social media to strengthen loyalty.
Support & Shout Out Canadian Brands – Find creative ways to uplift and cross-promote fellow businesses.
And in true Canadian fashion, tech is stepping in to help. Four new apps have been developed to help shoppers determine just how "Canadian" their purchases are—two of which use crowdsourced ratings to evaluate a product’s Canadian roots.
The bottom line? We’re entering one of the most Canadian marketing eras yet. So, break out the red maple leaves and hockey sticks—it’s time to make buying local more than just a trend.
Amazon Ads UnBoxed Gathers Canadians in The Six
Amazon Ad’s unBoxed conference made it’s first appearance in Toronto last week on Feb 26th to connect with Canadian shoppers, businesses, brands, advertisers and media.
unBoxed is an annual conference hosted by Amazon Ads that educates brands and advertisers on how to use Amazon Ads’ solutions to create connections with shoppers at key moments of their purchase journey.
“We believe that the Canadian advertising industry has immense potential and we are committed to investing our support and delivering new products and solutions to help Canadian businesses grow,”
Key Takeaways
Full-Funnel Power – Amazon Ads is bridging the gap between discovery and purchase with AI-driven ad solutions.
Smarter Performance – Amazon DSP & AMC tools are optimizing campaigns, driving 3-4x more new-to-brand customers.
Industry Insights – Leaders from GroupM, FanDuel, and Omnicom shared how Amazon Ads is boosting measurable results.
New Launches in Canada:
Audience Bid Boosting – Optimize bids based on real audience engagement. Available Now
New Amazon DSP Experience – Faster setup, better data, and more premium ad inventory. Available Now
AMC Solutions – No-code analytics tools for better decision-making. Available Now
Multi-Touch Attribution – AI-driven insights to track marketing impact. Coming Soon
Conversion Path Reporting – See which ad touchpoints drive the best results. Coming Soon
Long-Term Sales Insights – Track purchases over 12 months for smarter optimization. Open Beta
Amazon Ads is making advertising smarter, faster, and more impactful for Canadian brands.
Expert Positioning In Action: A Masterclass in Personal Branding
Join community and client connoisseur, Christina Garnett, for a masterclass on discovering, building and marketing your personal brand.
When: Wednesday, March 5th @ 10 AM MST/12 PM EST
Where: SocialNext Marketing Association - RSVP
Happy Hour with Cyberimpact in Toronto
Our friends at Cyberimapct, Canada’s leading email marketing program, are hosting a Happy Hour for all our Torontonians! Come meet the team and network with some of Toronto’s finest marketers. Oh yeah, everything is on them.
When: Thursday, March 6th, 2025 @ 5:00 PM – 8:00 PM EST
Where: Amano Trattoria – 9 Church St, Toronto, ON M5E 1M2
Email Marketing Compliance: Stay Legal, Stay Effective
The following week, Cyberimpact is hosting a webinar to help design email marketing campaigns that are not only effective but compliant.
When: Wednesday, March 5th @ 10 AM MST/12 PM EST
Where: SocialNext Marketing Association - RSVP
Speakers are being announced for SocialNext: Toronto. Explore our website and let the speakers and sessions speak for themselves. Meet your lineup!
SocialWest is celebrating 9 years in Calgary! Be part of the celebration.
The final details for SocialEast are almost locked in! Be the first to know when tickets go on sale and get the best price. Sign up for updates.
More SocialPacific details to come! Stay in the know.
Marketing Headlines This Week
Loblaw to start labelling 'Made in Canada' products amid backlash against U.S. - Smart move or marketing gimmick? Loblaw is branding Canadian-made goods with national flags to boost local support, but experts say the definition of "made in Canada" isn’t as clear as it seems.
Supreme Court of Canada moving away from social media platform X - Concerns over misinformation and security are prompting Canada’s highest court to distance itself from Elon Musk’s social media platform.
Online marketplace Temu allowing Canadian businesses to sell through platform - Verdict is still out on whether or not this will benefit local sellers or result in struggles against its discount-driven model.
Trends & Insights
Learn from the Globe and Mail’s 20 emerging leaders reinventing how Canada does business.
Are we the only ones up at night with blue light in our faces? IKEA Canada and Rethink are taking advantage of minimal ad competition of with their new 'u up?' campaign targeting Late-Night Scrollers.
BDC is sharing resources to support businesses in the face of trade uncertainty.
We all know someone who works in the MLM industry. It's legal, but is it lucrative? Inside the risky world of multi-level marketing.
Cross-Canada Community-Centric Job Opportunities
Social Media Community Strategist, HeyOrca (Remote - Canada)
SocialNext Sponsor
Lead social strategy, grow community engagement, and create content for HeyOrca’s social platforms. Requires 2+ years in social strategy, 4+ years in social media management, and familiarity with social media tools.
👉 Apply
Partnerships & Visitor Growth Coordinator, Canadian Museum for Human Rights (Winnipeg, MB - Hybrid)
Manage bookings, coordinate visitor experiences, and support partnerships at CMHR. Requires 2+ years in customer service/administration, bilingual proficiency (French/English), and CRM system experience.
👉 Apply at CMHR Careers.
Community Outreach & Engagement Coordinator, CIPSRT (University of Regina)
Lead national outreach, engage public safety communities, and coordinate large-scale events to raise awareness about CIPSRT's resources. Requires 3-5 years of experience in community engagement, project management, and event coordination.
👉 Apply
Rural Relations & Community Engagement Manager, World Animal Protection (Remote – Canada)
Engage with farmers, environmental groups, and health organizations to promote a humane, sustainable, and plant-based food system. Drive policy support and build strong rural stakeholder relationships.
Co-Creator Onboarding & Community Specialist, Tripshepherd (Niagara Falls, ON - Hybrid)
Recruit, onboard, and engage travel creators to deliver unique experiences on a growing platform. Ideal for a sales-driven community builder with 2–5 years in influencer relations, outreach, or partnerships.
👉 Apply
We hope you lean on us to find your community.
Until next week,
Mike Morrison and the SocialNext Team
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