Marketing News Roundup: June 01, 2022

Today we feature a round-up of some big events and recent industry happenings.

• Toronto Female Small Business Owners Receive $10,000 Grants from Vista
• New emojis for National Indigenous History Month & Pride Month debut on Twitter
• Canadian Plant-Based Paper Products, Caboo, Launch New Planet Re-Leaf Program
• Google Hosted the 2022 Marketing Live

Read more below!

Toronto Female Small Business Owners Receive $10,000 Grants from Vista

Vista, the design and marketing partner to millions of small businesses around the world, is proud to officially announce the recipients of two $10,000 grants, part of the “ReferHer” program. Created in partnership with IFundWomen, the go-to funding marketplace for women-owned businesses, ReferHer is connecting women entrepreneurs around the world with creative resources, capital, and coaching at women’s co-working spaces in five global cities: Los Angeles, Paris, London, Melbourne, and Toronto.

The program kicked off last night at an intimate gathering in Toronto where Vista hosted female small business owners from across the city and announced the following founders as the inaugural grant winners:

• Nadia Ladak | Founder, Marlow: Marlow is a direct-to-consumer, menstrual and sexual wellness startup that has launched the first-ever lubricated tampon experience. Typical tampons can be uncomfortable, especially for first-time menstruators, individuals with medical conditions, and those with increased levels of vaginal dryness. Available through a subscription model, Marlow offers 100% organic cotton tampons with a water-based lubricant for a smoother, more comfortable insertion. Marlow has built a community that is changing the menstruation space, shaping women’s experiences and “period talk” for the next generation.
• Lucy Cullen | Founder, EarthPup: Created in 2019, EarthPup is a startup offering dog treats with a purpose. EarthPup is disrupting the dog food industry all while tackling the food waste problem by turning nutrient-dense food otherwise destined for landfills into dog treats. EarthPup treats are Canada’s first certified plastic negative pet food brand and are a healthy, sustainable alternative made primarily from plants. Since launching, EarthPup has upcycled over 1,300 pounds of food. By 2023, EarthPup aims to have rescued 60,000 pounds of food waste.

In April, Vista invited women-owned small businesses to apply to be part of the ReferHer program while also nominating a fellow female entrepreneur from their community to join them. Fifty applicants were selected, ten per country, along with their plus one, for a total of 100 globally. Visit Ifundwomen.com/vista-referher to learn more.

New emojis for National Indigenous History Month & Pride Month debut on Twitter

2022 is the 5th straight year that Twitter Canada has worked with an emerging Indigenous artist for a custom emoji design for National Indigenous History Month.

This year, Twitter Canada worked with Jaalen Edenshaw, Ts’aahl (Eagle) from Masset, Haida Gwaii, where he makes his home today.

Jaalen’s work is inspired by the old Haida stories, delving into the stories before he carves out the narrative. He and his brother co-founded K’alts’ida K’ah (Laughing Crow), a collective to tell Haida stories and promote Haida language through art.

The Twitter 2022 emoji is called “Naxiin”, named after the type of imagery found in traditional textiles from the Tlingit people of the Chilkat (Jilkháat) region.

The Twitter emoji for 2022 is called “Naxiin”, named after the type of imagery found in traditional textiles from the Tlingit people of the Chilkat (Jilkháat) region pic.twitter.com/2DyRdFcTg6
— Twitter Canada (@TwitterCanada) June 1, 2022

These are the nine bilingual hashtags that will unlock Twitter’s custom National Indigenous History Month hashtag this June

• #IndigenousHistoryMonth
• #MoisHistoireAutochtone
• #IndigenousPeoplesDay
• #JournéeNationalePeuplesAutochtones
• #NIHM22
• #IPD22
• #JPA22
• #IPDCanada
• #JPACanada

June is Pride Month in Canada and in various communities across North America. LGBTQIA+ voices come to Twitter every day to stand together, protect another and build community.

@TwitterOpen is our account that highlights and amplifies these conversations happening around the world. That account hosts live audio conversations via Twitter Spaces and other important content about inclusivity and belonging.

Our Pride Month emojis are back for 2022 as well. Dozens of hashtags across multiple languages will unlock the emoji for people on Twitter everywhere.

Pride is more than a campaign, it's every day of our lives. Lately, the daily challenges can feel insurmountable
But our community is resilient, our diversity is beautiful, and our joy is powerful
So no matter what tomorrow brings, no matter where you are, remember that #WeBelong
— Twitter Open (@TwitterOpen) June 1, 2022

Some of the key emoji hashtags include the following:

• #WeBelong
• #Pride2022
• #Pride
• #LoveIsLove
• #GlobalPride
• #GlobalPride2022

Canadian Plant-Based Paper Products, Caboo, Launch New Planet Re-Leaf Program

Caboo Products, the retail market leader in household tree-free products, has announced their new Planet Re-Leaf Program, a new partnership with the National Forest Foundation. The Planet Re-Leaf program is a 2:1 model that promotes environmental sustainability through ecological contributions. For every kilogram of bamboo used by Caboo, the company will purchase an equivalent weight of planted trees in North America. The announcement comes shortly after Caboo’s latest rebrand and product line expansion.

The Planet Re-Leaf Program is in collaboration with the National Forest Foundation, known for planting trees, clearing potential hazards, and reducing wildfire risks across North America. The National Forest Foundation uses a time-tested, science-based approach to restoring National Forests. The company focuses on areas affected by wildfire, insects, disease, and severe weather events. Through this strategic and beneficial partnership, Caboo aims to grow awareness of tree-free products and ways consumers can make sustainable choices.

“Caboo’s principal mission is to save old-growth trees from being cut down,” says Caboo CEO, Albert Addante. “Not only does purchasing Caboo products save trees from being cut down, but it now helps plant additional trees. It’s a win-win for consumers and the environment.”

The partnership is a natural fit, with Caboo’s brand mission focused on reducing tree-cutting for paper products. Caboo uses renewable, fast-growing bamboo to create more sustainable alternatives and longer-lasting solutions. The tree-free products reduce the number of trees cut and decrease the destruction of forest habitats to create traditional paper towels and toilet paper products. Currently, there is an average of 90,000 trees cut down daily, with 27,000 of these trees cut for toilet paper alone. Caboo’s launch of direct-to-consumer sales will be a crucial step in helping reach consumers who want to reduce their environmental impact.

Caboo currently offers a selection of Tree-Free paper products, including toilet paper, paper towels, and wipes. To learn more about the product line and shop the tree-free products, please visit Caboo.

Google Hosted the 2022 Marketing Live

Soucre: Google

On May 24, Google hosted the Google Marketing Live event to empower businesses with technology and insights. As new consumer behaviours are redefining the role technology plays in everyday life, Google is seeing a surge in video watch time, a rise in browsing behaviour on Search and a growth in online shopping. There is opportunity in all of this.

The Google Marketing Live event showcases the ways for businesses to navigate today’s rapidly shifting advertising landscape.

Some highlights from yesterday's event include:

• Ads on YouTube Shorts: Video action campaigns and App campaigns will automatically scale to YouTube Shorts. Google has been experimenting with these ads in YouTube Shorts since last year and is now gradually rolling that out to all advertisers around the world. This is an exciting milestone for advertisers and a key step to developing a long-term Shorts monetization solution for our creators. Later this year, Google will also be able to connect product feeds to campaigns and make video ads on YouTube Shorts more shoppable.
• Performance Max: Google is announcing six new upcoming additions to Performance Max, expanding experimentation capabilities, cross-product support and advertiser eligibility for the campaign type.
• Insights Page: Google is introducing three new reports that will roll out over the coming months, including attribution insights, budget insights and audience insights for first-party data.

Compiled by Emma Whiten, Editor of Marketing News Canada