for the first time in Canada. Reels Trending Ads allows advertisers to place their brand\u2019s ads immediately after the top trending and most culturally relevant content on Reels, reaching people when they are highly engaged and open to discovery. Early data shows Reels trending ads can drive unaided awareness by +20%.<\/span><\/p>\nWe also highlighted a number of brand-building tools designed to help advertisers maximize impact across platforms, including:<\/span><\/p>\n\n- Advantage+ Audience: <\/b>Advantage+ Audience<\/span> combines your customer insights with AI to reach the most relevant audiences for your brand. It helps expand reach to new core and high-potential audiences you may have not otherwise considered, driving 15% lower cost per result for awareness objective campaigns.<\/span><\/li>\n<\/ul>\n
\n- Value rules: <\/b>\u00a0Value rules help reach the audiences you value most. It allows you to control the specific criteria that guides our AI-enabled ads system to prioritize delivery to your target audiences before expanding. Early results show that campaigns using value rules drive 2x more high-value conversions compared to business-as-usual campaigns.<\/span><\/li>\n
- Target Frequency: <\/b>Target Frequency<\/span> maximizes reach at your desired weekly frequency, week over week, to help your business drive awareness and keep your brand top of mind until the moment consumers are ready to make a purchase.<\/span><\/li>\n<\/ul>\n
Driving results through culture\u00a0<\/b><\/p>\n
Culture can\u2019t be manufactured \u2013 it grows organically as people connect around what matters most to them \u2013 and it\u2019s constantly changing. But every day, billions of people come to Meta\u2019s apps to find connection, discovering new trends, sharing what they love and connecting with brands that match their interests.<\/span><\/p>\n\u201c<\/b>Meta platforms have been instrumental in allowing us to build authentic connections between our customers and our brands, in particular by partnering with creators that fit seamlessly with our brands\u2019 DNA,\u201d says Rebecca Easton, Head of Social Advocacy & Influence at L\u2019Or\u00e9al Canada. \u201cUsing the platform\u2019s partnership ads formats, allowed us to amplify our creators\u2019 voices and tap into what people are connecting with at any given moment.\u201d<\/span><\/p>\nAt the heart of this cultural connection is Meta\u2019s advanced AI technology, enabling personalized discovery and meaningful interactions between people and businesses. For marketers, this creates a unique opportunity to build brands through connections that genuinely resonate and ultimately drive results.\u00a0<\/span><\/p>\n\u201cWe\u2019re hyper focused on adapting to AI and have leaned into our partnership with Meta to help us ensure that when we serve creative, it\u2019s going to the right audience,\u201d says Mackenzie Procter, VP of Paid Media, The Travel Corporation. \u201cWe\u2019re always looking for the next advancement and Meta has consistently allowed us to find new ways to optimize and fuel the algorithm.\u201d\u00a0<\/span><\/p>\nCelebrating Leading Brand Marketers in Canada\u00a0<\/b><\/p>\n
As part of the Brand Building Summit, we also presented the first ever <\/span>Meta Brand Marketing Awards<\/span><\/i>. These awards shine a spotlight on brand marketers who are raising the bar and redefining what excellence looks like in the marketing industry using Meta tools. They recognize marketers who dare to take risks, are not afraid to push boundaries and have a desire to propel the industry forward in the most vital areas of the craft.<\/span><\/p>\nThe 2025 Meta Brand Marketing Award winners are:<\/span>
<\/span><\/p>\n\n- Brand Marketer of the Year: L\u2019Or\u00e9al Canada<\/span><\/li>\n
- Meta Solutions Spotlight: TD<\/span><\/li>\n
- Breakthrough Brand: McDonald\u2019s Canada<\/span><\/li>\n
- Creator Catalyst: Monos<\/span><\/li>\n
- Creative Connection: The Travel Corporation in partnership with Brave Bison<\/span><\/li>\n
- Measurement Impact: lululemon<\/span><\/li>\n<\/ul>\n
In today\u2019s landscape, there is significant competition for consumer attention. The brands getting it right are the ones embracing brand building across non-linear customer journeys, regardless of their sector.\u00a0<\/span><\/p>\n\u201cWe are so grateful for the award and the partnership it represents between TD and Meta. Our teams are always looking for new and innovative ways to reach our clients and this highlights the great outcomes we can drive when we combine creative thinking with an amazing and engaged community,\u201d said David Kavanagh, AVP, Digital Performance Marketing at TD.\u00a0<\/span><\/p>\nWe congratulate the 2025 award winners on being leaders in building connections with their customers on our platforms.\u00a0<\/span><\/p>\n<\/p><\/div>\n