On October 23, Meta hosted the Meta Brand Building Summit: Canada Edition in Toronto, gathering over 200 marketing leaders to explore how brands can leverage real-time cultural moments across Meta’s platforms to build deeper, more meaningful connections with consumers. The event spotlighted new tools and strategies designed to help brands stay relevant by tapping into the dynamic conversations shaping online culture. A key announcement was the debut of Reels Trending Ads in Canada. This new ad format allows brands to place their content immediately after the most popular and culturally resonant videos on Reels, reaching users at peak engagement moments. Early performance data shows Reels Trending Ads can boost unaided brand awareness by up to 20%, demonstrating their power in capturing attention during high-interest moments. The summit also highlighted a suite of brand-building tools aimed at helping marketers maximize impact across Meta’s ecosystem. These tools enable advertisers to align their messaging with evolving cultural trends, ensuring their campaigns feel authentic and timely. At the heart of this approach is Meta’s advanced AI, which powers personalized content discovery and fosters meaningful interactions between users and brands. “Meta platforms have been instrumental in helping us build authentic connections between our customers and our brands,” said Rebecca Easton, Head of Social Advocacy & Influence at L’Oréal Canada. “By partnering with creators who naturally align with our brand identity, and using Meta’s partnership ad formats, we’ve been able to amplify those voices and join the conversations that matter most to our audiences.” Marketers are increasingly recognizing that culture cannot be forced—it emerges organically when people connect around shared interests and values. Meta’s platforms serve as a hub for these moments, where billions of users discover trends, share passions, and engage with brands that reflect their identities. “Meta has consistently helped us stay ahead of the curve,” said Mackenzie Procter, VP of Paid Media at The Travel Corporation. “We’re hyper-focused on adapting to AI, and our partnership with Meta enables us to serve creative content to the right audiences at the right time. It’s allowed us to continuously optimize and unlock new ways to fuel the algorithm.” As part of the summit, Meta also unveiled the inaugural Meta Brand Marketing Awards, celebrating Canadian marketers who are redefining excellence in brand building. The awards honor those who take bold risks, push creative boundaries, and use Meta’s tools to drive innovation across industries. This year’s winners include TD, recognized for its ability to combine strategic creativity with a vibrant community-driven approach. “We’re truly honored to receive this award,” said David Kavanagh, AVP of Digital Performance Marketing at TD. “Our teams are always exploring new ways to reach clients, and this recognition reflects the powerful outcomes we achieve when we blend creative thinking with an engaged audience.” In today’s crowded digital landscape, the most successful brands are those that embrace non-linear customer journeys and build authentic relationships across platforms. The 2025 Meta Brand Marketing Award winners exemplify this shift—leading the way in connecting with audiences through culture, creativity, and technology.