IKEA opens up the possibilities (Strategy Online)

Our homes, and our lives, are constantly evolving – and so IKEA’s Canadian brand platform is changing to keep up.

The brand has debuted its new platform and it’s all about what’s possible both inside the home and out. “Beautiful Possibilities,” created by IKEA’s recently named agency of record Rethink, is introduced largely through the eyes of a young girl – the central character in its new diversity-laden brand anthem spot.

The words to the Louis Armstrong classic “What a Wonderful World” narrate her trip home from IKEA. On her short journey, she views many a beautiful possibility in the world, each of which is in some way tied to the IKEA brand and what it stands for – namely themes related to equality and inclusiveness, but also nods to sustainability.

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How Canadian Tire Engages Employees for Good

Engaging store employees from the desk of a corporate head office can be a challenge. Whether it’s to encourage front-line staff’s participation in fundraising, recruit volunteers, or simply educate on the initiative, a campaign’s success is often determined by how it’s communicated and executed in-store. In this free webinar you’ll get strategy-to-tactic examples of how Canadian Tire Jumpstart Charities engaged franchise owners and store staff to increase campaign fundraising by 65% YOY.

You will learn store staff and franchisee engagement strategies for corporate non-profit leaders, including:

  • Communication content and vehicles
  • Examples of each tactic with measured results
  • How to adapt ideas into your next campaign

Download Slide Deck

To view the video shown in this webinar with Canadian Tire’s recent announcement, click here.


About The Presenters

Erica Juba is an experienced Brand Manager with a history of working in the corporate non-profit space. She has spent much of her career developing marketing philanthropic strategy to enhance corporate brand image and reputation. A committed team player, tenacious innovator, and methodical problem solver – she now manages fundraising and marketing strategy for Canadian Tire Corporation’s Jumpstart Charities. With a passion for social justice and a mind for business she’s fortunate to work in a space that leverages both her passion and skills.  







Emily Lloyd is a passionate communicator and strategic marketer with experience working in global and national organizations. Emily’s history in communication and marketing roles has most recently been paired with corporate non-profit work; specifically developing marketing philanthropic strategy for Canadian Tire Corporation’s Jumpstart Charities. Emily was previously with McDonald’s Canada working in various roles; spanning from working directly with the President of McDonald’s Canada on national and global communication plans, to leading numerous national marketing campaigns. Her varied roles in marketing, communications, and project management with national organizations has given Emily a unique perspective into corporate brand strategy; aligning with her current work on the fundraising and marketing strategy for Canadian Tire Corporation’s Jumpstart Charities. Emily holds a business degree from the University of Western Ontario.








To Engage Employees, Connect Emotionally

manifest-employee-engagement-final-copyWe all know that corporate volunteering is good for communities, good for companies and good for employees.

But how can we better engage employees?

To get to some answers, our friends at Manifest hosted a focus group of some of Canada’s leading corporate citizens to explore current volunteer models – from team walks/runs/bikes to group clean up days. The goal was to better understand what’s working, what needs improvement and what an ideal program should look like.

Manifest thought they knew what the outcome of their gathering was going to be: that there was a growing shift away from the softer stuff (like community clean ups) toward more concrete initiatives (like skills-based volunteering).

Their sense was that corporations were increasingly looking for more professionalized opportunities that would better lever their functional areas of expertise.

But it turns out it’s not a matter of what you do that matters.

Rather, the single most defining feature of a successful employee engagement program is the emotional connection to the cause.

All volunteering efforts can be successful –  from sorting food to cleaning up parks to volunteering on a board to overhauling a revenue generation plan – as long as there is an opportunity for employees to feel something.

These feelings can range from feeling grateful to inspired to proud and from strong to energized to alive.

The bottom line? Emotional engagement wins the day for employees.

To learn about the seven features of the ideal corporate volunteering model, click here for Manifest’s comprehensive recap.

9 Best Practice Secrets of Long-Term Company/Cause Partnerships


What makes for a long and successful corporate/nonprofit partnership? We asked experts from around the globe to share their partnership secrets and we discovered nine secrets they all had in common.

Want to know more? Of course you do!

Take a look at the full white paper here and download the infographic here.


Canada’s Best Brands 2017: The Top 25

This year’s Top 25 Brands include several social good giants including WestJet and Tim Hortons.

Each year, Canadian Business conducts a national survey to ask Canadian consumers for their opinion on which brands are winning their hearts, minds and—most importantly—wallets. This list shows not just which companies have name recognition, but which ones are truly resonating in the marketplace.

How we create this ranking: The list of the 25 Best Brands in Canada is the result of a survey of a nationally representative sample of 1,503 Canadians by Rogers Consumer Insights Team. Performed online in July 2016, the poll sought opinions on five key aspects of a company’s reputation (the quality of its products and/or services; its customer service; its commitment to innovation; community involvement; and the person’s overall view of the brand) from people who profess familiarity with the brands. The individual results are then compiled, based on a weighted ranking of the responses, into a single score for each brand. In order to be considered for the list, a brand must have originated in Canada, have a broad consumer profile and have a significant presence in two or more regions across the country.

Source: Canada’s Best Brands 2017: The Top 25

Charity calls on Canadians to wear pyjamas to work | Marketing Magazine

Canadians are being asked to wear their pyjamas to work or school on Nov. 4 to help provide better the lives of children around the through a good night’s sleep.The first-ever Sleep Day will raise funds for Sleeping Children Around the World, a charity that provides bedkits to children in developing countries.The charity is requesting a donation of $5 for corporate participants and $2 for students to wear their pyjamas the day of the event, and post photos and updates on social media using #SleepDay.

Source: Charity calls on Canadians to wear pyjamas to work | Marketing Magazine

Manulife takes a swing at empowering Canadians

Manulife has launched what it describes as its biggest national marketing effort ever, with the latest phase of its push around Vitality, a new life insurance program that rewards customers for making healthy lifestyle choices.

The campaign first began at Toronto’s Yonge-Dundas Square in late September, where Toronto Argonauts legend Michael “Pinball” Clemons invited people into a makeshift boxing ring to spell out what they live for by hitting a keyboard made out of punching bags.

The activation, which was documented in an online video, was based around the idea of staying healthy for the things you live for – be it your family, your pets, your community or Sunday dinners. The activations also included free bike tune-ups and giveaways from stress-relievers to pedometres to healthy snacks from apple carts around the square. A similar activation was also done in Montreal, featuring Canadian women’s hockey coach Danièle Sauvageau and Olympic figure skater Joannie Rochette.

Source: Manulife takes a swing at empowering Canadians

U by Kotex aims to end the period stigma | Marketing Magazine

In a clever new campaign, U by Kotex aims to change the conversation and engage young women about stigmas facing women’s menstruation.

U By Kotex is doing more than selling pads and tampons with its latest campaign. The feminine care brands wants to “challenge the myth” that women feel and behave a certain way because of their periods, not because of who they are.The brand released an online video of a “social experiment” that challenges the stigmas surrounding menstruation. Men and women were invited to watch a live performance in Toronto, and then were asked which of the women in the scene had her period.

Source: U by Kotex aims to end the period stigma | Marketing Magazine

Rethinking tea and sympathy » strategy

In a super-smart play, Rethink Breast Cancer has launched a line of co-branded (donated) products that make for helpful gifts for women going through cancer treatment. Aligned with Rethink’s self-case guidelines, these products provide an honest and pithy alternative to flowers and shallow greeting cards.

It’s a major understatement to say that facing a cancer diagnosis and the treatment that follows is tough. And despite the good intentions of loved ones, sometimes sending flowers isn’t all that useful. Rethink Breast Cancer is tackling that with its new Give-a-Care product line, launched in September and aimed at providing helpful gifts, while teaching the loved ones of women facing cancer a little more about what it’s really like.The products are co-branded with companies that donated them, including Aveda, H&M, Pluck Teas, Leaves of Trees and more. Some products were developed especially for the Give-a-Care line, while others were customized from products already favoured by women in Rethink’s network.

Source: Rethinking tea and sympathy » strategy

The Prescription for Cynicism is Fairness and Authenticity

A new study by National Public Relations found that Canadians are cynical when it comes to government and business…but are looking for a way out.

More than ever, Canadians are guided by their own set of values when making decisions. To understand not only which values are important to Canadians, but why they’re important, we applied our Belief Based Behaviour research, a unique application of digital ethnographic analysis.  The study serves as a canary in a coal mine to help organizations understand how values influence perceptions. What we discovered is deep cynicism prompting consumer reluctance to trust leaders or brands.

Source: The Prescription for Cynicism is Fairness and Authenticity | NATIONAL.ca