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Kraft Peanut Butter


In a category evolving to healthier options, where the target demo may favour natural/alternative nut spreads, Kraft Peanut Butter sought an opportunity to be the breakfast of choice, by owning Mornings and Toast Occasions, with National reach and awareness. Campaign objectives were to drive engagement amongst millennial parents, drive intent, as well as create brand love and affinity.

So.da created a Twitter-first Variety Show, #KraftPBTV, featuring a variety of content that was entertaining, relevant and rooted in Twitter data. With Twitter being the #1 platform for sports video views, +260k dating-related Tweets by Canadians in the last year, and 58% of Twitter users strongly interested in cooking, #KraftPBTV provided diverse show segments that truly resonated with audience’s interests. The series consisted of five episodes ranging from the timeless crunchy vs. smooth debate, to blind dating, and cookies for breakfast.

#KraftPBTV reached over 4 million Canadians, generated over 55 million impressions, and drove nearly half a million engagements. The series won a Twitter Best of Tweets 2021 award for Best Brand Pivot.



With the legalization of single event wagering in Ontario, OLG was looking to create a new marketing initiative to support OLG & PROLINE+’s objectives against increased competition. With the objective to establish OLG and PROLINE as the leader and trusted source of sports betting information, drive the target demographic to, creating a social-focused campaign ensured users were primed in the right environment.

OLG Game Plan, an always-on content series, delivered digestible sports analysis, PROLINE+ Picks and insightful takes on teams, games, players, interviews with sports legends and interactive content that invited users to be part of the fun (social polls, memes). Filmed weekly, over 19 weeks, the campaign consisted of +800 pieces of real-time content. Brad Smith, a former pro-Football Player, and Ashley Docking, a multi-sport athlete with a career in sports media, gave fans a light-hearted, knowledgeable approach to sports content. OLG partnered with Major Leagues (NFL, NHL, NBA, MLB) to obtain rights for in-show references and special guests, including Joe Montana, Nate Burleson and Natalie Spooner.

Game Plan generated more than 322M impressions, over 10.9M engagements, 95.8M video views.

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so.da Originals

In addition to daily content, we produce a slew of original series across our owned brands. Fueled by data, insights and trends, these series not only engage our audiences around their passion points, they provide a great opportunity to authentically integrate your brand. Check out some of our latest originals, including Baking Therapy on Food Network Canada, Plant Mama on HGTV Canada, Sex Sessions on Slice, Queens of Cosplay on Showcase, and Canada Uncovered on History Channel Canada.

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Some of our Happy Clients

American Express
General Mills
The Home Depot
Shoppers Drug Mart
Dairy Farmers of Ontario
Skip the Dishes

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A look into the Twitter Originals #OLGGamePlan series, fueled by so.da

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so.da launches new social series featuring Behr Paint

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twitter originals fueled by so.da x OLG #GamePlan

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so.da x kraft PB series reaches 4MM canadians

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trend-setting data leads to 5 new series

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20+ canadian creators added to so.da roster

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so.da announces new online shopping experience

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so.da and amex team up to #ShopSmall

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our thing… is everything.

Ready to own the algorithm? You’ve come to the right place.

Social strategy? Yep.
Community management? Yuppers.
Full service content creation? Yuh-huh.

If it happens online, we can make it happen for you.

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