On October 23, Meta hosted the Meta Brand Building Summit: Canada Edition in Toronto, bringing together more than 200 marketing leaders to help brands tap into culture happening on our apps, making it easier than ever to be part of the conversations that resonate with audiences.

We introduced Reels Trending Ads for the first time in Canada. Reels Trending Ads allows advertisers to place their brand’s 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%.

We also highlighted a number of brand-building tools designed to help advertisers maximize impact across platforms, including:

• **Advantage+ Audience: **Advantage+ Audience 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.

• **Value rules: ** Value 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.

• **Target Frequency: **Target Frequency 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.

**Driving results through culture **

Culture can’t be manufactured – it grows organically as people connect around what matters most to them – and it’s constantly changing. But every day, billions of people come to Meta’s apps to find connection, discovering new trends, sharing what they love and connecting with brands that match their interests.

**“**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’ DNA,” says Rebecca Easton, Head of Social Advocacy & Influence at L’Oréal Canada. “Using the platform’s partnership ads formats, allowed us to amplify our creators’ voices and tap into what people are connecting with at any given moment.”

At the heart of this cultural connection is Meta’s 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.

“We’re hyper focused on adapting to AI and have leaned into our partnership with Meta to help us ensure that when we serve creative, it’s going to the right audience,” says Mackenzie Procter, VP of Paid Media, The Travel Corporation. “We’re always looking for the next advancement and Meta has consistently allowed us to find new ways to optimize and fuel the algorithm.”

**Celebrating Leading Brand Marketers in Canada **

As part of the Brand Building Summit, we also presented the first ever Meta Brand Marketing Awards. 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.

The 2025 Meta Brand Marketing Award winners are:

• Brand Marketer of the Year: L’Oréal Canada
• Meta Solutions Spotlight: TD
• Breakthrough Brand: McDonald’s Canada
• Creator Catalyst: Monos
• Creative Connection: The Travel Corporation in partnership with Brave Bison
• Measurement Impact: lululemon

In today’s 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.

“We 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,” said David Kavanagh, AVP, Digital Performance Marketing at TD.

We congratulate the 2025 award winners on being leaders in building connections with their customers on our platforms.