Transcription
How are we doing today, everybody? >> Canva Create 2026. How about a round of applause for our experiential team? This place is amazing. >> Have you seen it? >> The internet. >> Yes. Amazing. Um, all right. Well, thank you everybody for joining us in LA and thank you everybody streaming online. We are streaming live on LinkedIn. I don't know if everyone knew that. Um, my name is Frank J Cortezi. I'm the global head of brand media here at Canva and welcome to our session, 30-minute countdown. We're building campaign live on stage right now. Um, okay. For this session, we're doing something a little different, um, than you've seen on other stages. Like I said, we're going to build it live on, uh, build a campaign live on the stage. Um, as far as the brief goes, for marketing teams, big and small, all different customers of ours, we always hear the same thing from them. They can't create content fast enough. Uh, by the time something goes through designs and revisions and approvals, the moment's passed, the budget's gone, people are moving on. So, how can we fix that? We are not just going to talk about how to fix that today. We are going to actually show you how to fix that. Um, we're going to build a campaign live on stage for 30 minutes in 30 minutes. And just to be honest, the timer has already started. So, I'm going to introduce our, uh, panel of experts really quickly. Uh, Caitlyn is from LinkedIn, one of the most effective social media marketing platforms for B2B marketing, here to share her experience and guidance as we create LinkedIn content. Penny is from Stripe. Woo! A global financial infrastructure platform helping businesses with re, uh, drive revenue at scale. And she's going to help share their experience using Canva Enterprise. And our very own Maddie is our solutions consultant lead here at Canva. Round of applause for Maddie. She's going to be building the campaign live. So, probably one more round of applause for Maddie, everybody.
>> All right. What are we building? Well, naturally, we have a fake amazing product to launch. It was supposed to be here on stage, but it's not. So, we're just going to keep on rolling. That's show biz, baby. It's called Sprout. It's an AI-powered desk plant that sits on your desk and blooms every time your team hits a milestone. The more you achieve, the bigger it grows. Uh, we even, we don't have a 3D prototype, so we're going to move on from that. Uh, okay. So, what's the brief? What are we doing here? We're going to complete, we're going to make a complete multi-channel campaign for the Sprout launch, with LinkedIn being our primary social channel. We're going to make things all on brand. They're going to be targeted at different buying audiences, different target, different groups at different buying stages, all in under 30 minutes. The clock's real. The stage is yours, Maddie.
>> Awesome. Thank you, Frank. So, every campaign starts with a plan, and we have ours here in this whiteboard, but we need to actually fill in what we're going to make. So, Caitlyn, what are you thinking for LinkedIn? Let's get started. All right, so we want some single images for sponsored content and thought leader ads. And let's not forget carousel. I think a few CTAs would be great on that. And video, great, right? It's best for storytelling, a little emotion. Let's do that.
>> What do you think, Penny? Yeah, I think that's perfect for LinkedIn, but since it's a multi-channel strategy, we should probably think about all the different touch points throughout the user journey. So, what about also a sales slide? Um, and then the email thumbnail, too, because that'd be great for email nurtures and newsletters that we want to send out later.
>> Okay, amazing. So, we have our plan here in this whiteboard. However, we need to take it into something that the whole team can work off of. We're a bit tight on time, so I'm glad I don't have to do this myself. I'm going to head up to resize and use AI to do it for me. So, if I jump down here, I can transform it into a doc and we'll say a summary. And what it will do is it will take all of my ideas from my whiteboard and pull that together into a brief that we can work off of. So, you can use resize to change social aspect ratios into other aspect ratios. You can take a presentation and turn it into a micro site. But we have our doc here.
>> There you go. And our product.
>> Okay, listen. First of all, look at the products. How about a round of applause for the product, everybody? Thank you, everybody. It's here. Um, Maddie, that usually takes like a day to complete, but you only took a minute to do that. That's amazing. Um, okay, now we have our brief. The team's all going to work off of it. Now we need to start building actual campaign content. So, Maddie, where do you want to start?
>> So, the most important part for a campaign is making sure that it stays on brand. So, I'm really thankful that our designers have set up our Sprout brand kit for us on the left-hand side over here. So, if I jump into our Sprout brand kit, you'll see we have our logos, our most up-to-date colors, our fonts, even things like our brand voice, which means if I ever use Canva's generative text tool, Magic, right, it will sound like Sprout from the get-go. Of course, we have our photography.
>> I mean, Maddie, this brand kit's pretty impressive, especially since Sprout's not a real product. How'd you do that?
>> That's a great point, Frank. So, all of this imagery was created in Leonardo AI and integrates natively into Canva.
>> Wow, I love that.
>> So, heading over to brand templates next, we have a range of pre-approved brand templates for us to use. So, I'm going to start with this LinkedIn carousel ad. I'll make a copy of this template, and it will have all of my brand fonts and brand colors in place already. So, you can see here I have the four different tiles for my carousel. Now, I quite like this first tile. So, I'm actually going to duplicate that and use it for our static ad as well. And then all I need to do is start customizing the copy.
>> Um, Caitlyn, obviously there's a lot of nuances between B2B and B2C, but Sprout's obviously a really fun brand. Do we have to dial it back or can we be really exciting on LinkedIn still? What do you think?
>> Oh, absolutely. Do not dial it back. When you think about scroll-stopping behavior on LinkedIn, creativity is exactly what you need. In fact, we know that 45% of decision-makers consider creativity in a brand's advertising when they think about their purchase decisions. So, that's using emotion, storytelling, humor, and look at Sprout. What a great product. It's got a lot of opportunity to perform well on LinkedIn. What do you think, Penny?
>> Yeah, and I just want to flag as Maddie's building out these two ad formats here. The static ad and the carousel ads, they are actually two very deliberately built ads. Um, the static ad, it is a consideration play. So, it's for someone who's already in market. They know their pain point. They're looking for something. So, it's the ad, as you'll see here, that Maddie's building is really direct, has a strong CTA, and it's product-focused. The carousel ad on the other hand is more of an awareness play. It gives you this canvas where you can storytell and help the user discover that pain point and then let the product just land itself in its storytelling. And that sequencing really matters, right, Caitlyn?
>> Oh, completely. And that's where the platform backs it up. So, LinkedIn is the place where all your B2B decision-makers live. And simultaneously, you can be serving ads to buyers who've not heard about your brand, and you can be serving ads to people who are in your pipeline or in sales conversations. And we do that all through a product called Matched Audiences, which can bring your first-party data into LinkedIn to improve that targeting. Pretty cool. Maddie, how are things coming along?
>> Yeah, they've come along great. So, I have my carousel here, which as mentioned, is more of an awareness play. And then, of course, we have our static ad, which is more of a consideration play. Um, so, solutions messaging.
>> Maddie, these are looking really great. Um, what about some ads targeting, uh, decision-makers, people who already are aware of Sprout but need to learn more before they maybe want to buy us?
>> I think Penny. Yeah.
>> Yeah. I think, uh, what we talked about earlier, maybe we can, uh, pull up the sales slide and maybe it'd be pretty fun if we can add some live data there, just showing how Sprouts are growing throughout the world, and the email thumbnail, too, because those will really come in handy later.
>> Okay, amazing. Well, why don't we use this static ad because it has a lot of the information that I already want to use already. So, again, we'll head up to resize. I can jump in and resize this directly to our sales slide. And then I'll also use this 4x3 presentation because it's the same aspect ratio as our thumbnails. I'll press copy and resize. And what it will do is it will take all this information for me and it will bring it across into those new aspect ratios. And so, I just have to do a little bit of tidying up in order to do this correctly. Um, so, if I jump into, here we go, my popup. Here's a little live troubleshooting for you all.
>> Showbiz baby.
>> Jump into my email thumbnail. All I need to do is delete out that various captions. I'm going to keep this one really simple because our email itself does a lot of the heavy lifting. We'll resize down this rectangle, just holding option on the keyboard there. And then I'll increase this plant image as well. So, we have a nice, simple email thumbnail for us there. And then, important to name your files. Our presentation slide. The main thing I'm going to do is delete this image so we can make way for a live data integration and graph.
>> Awesome. This is great. We're scaling one design to work across all different channels. Something that I personally love. Uh, Penny, do you use a similar strategy at Stripe?
>> Yeah, absolutely. So, just to give you guys a sense of impact, we scaled from somewhere around 25 assets per month to now producing 500 assets a month. That's a 5x increase in our output thanks to features like brand templates and resize, which we're seeing right now. So, our campaign launches that previously took maybe weeks to launch now takes days to launch. And this just means that we can test quickly, learn quickly, iterate across channels and platforms all with real-time data.
>> That's crazy. 25 assets a month to 500 assets a month is completely huge. Uh, big change. Um, Maddie, you've been doing a lot of work here. This graph is looking great. Thank you. It's actually hooked up to our live data as well, meaning that it's always actually up to date.
>> While we're on the topic of decision-maker content, how about we bring that video we brainstormed in earlier? Do you think we could do a customer success video?
>> Yeah, I think so. Um, so essentially, because we have the whole visual suite on hand, I just have to head back to the homepage. I can click video and I can create a blank video from scratch and let the brand kit do a lot of the heavy lifting instead.
>> All right, while you're doing creating that template, it's worth mentioning Canva doesn't exist in isolation. Along with the full visual suite that our experts are talking about, um, Canva is part of a family of design tools that integrate seamlessly together. So, creatives can use Affinity for deep craft work. Anyone can use Leonardo AI for generating original imagery. And if your designers are already working in these tools, it flows straight into Canva. The world's really your oyster on where you start your creative process. Um, Maddie, what type of video are you making over there?
>> Great question. So, I want to make something that's more of a template that people can can drop their own content into. Caitlyn, actually on LinkedIn recently, I've seen a ton of CEOs and leaders recording their own pieces to camera, and that's felt much more human and credible. So, how about we do something called Greenhouse Hours, which is an opportunity for leaders to share their Sprout success stories?
>> I absolutely love that idea. Over the last two years, CEO-hosted content is up 57%. And that's because real videos sometimes outperform those highly polished brand components. So, highly recommend, especially if you can make it easy for your executives to post. And also, while we're on the topic of video, it's good to note that video on the platform is growing 60% faster than any other format, as well as receiving more than 3x the engagement rate. So, something to keep in mind as you're thinking about the assets for your campaign.
>> Crazy. We also love the fact that Canva empowers even non-designers to self-serve video content that's going to stay on brand and visual. Um, Penny, you produce a lot of Stripe's content in-house using Canva. What impact has this content production done for you and your team?
>> Yeah, for us, by building more in-house with Canva, it's really allowed us to reallocate our resources and time into other higher-value work. So, instead of spinning cycles to produce assets across different channels or handle localization and go through rounds and rounds of QA, we now can actually reinvest our time into, um, campaigns that require location shoots, uh, bigger, larger campaigns that really still need that studio craft. So, being able to bring this all in-house has really expanded what we can do.
>> That's awesome. We love when we can free up designers' time to do more strategic work. Um, Matt, uh, Matt, as Maddie finishes up, Caitlyn, do you have any tips for how we're producing video on LinkedIn?
>> Oh, absolutely. Yeah. So, when I think about what performs really well on LinkedIn, it's folks that are teaching people something, it's folks that are helping people feel something, or they're sharing an added value perspective or truth about work. So, my five video tips for you all. One, I want you to think about your hook. How do you engage someone in the first three seconds? Yeah, absolutely. Screenshot this slide. Second is design for your sound off. That means captions. They are a must. And then when you think about the content that you're developing, 45 seconds perform really well on LinkedIn. So, no need to create long videos. Um, as well as keeping your video content contained to one thought or idea, that'll really help you stick to that 45 seconds. And then finally, a native feel, right? It doesn't have to be highly polished to perform well. Like our stat from the CEOs, all employees, all professionals are posting videos really authentically that are performing very well on LinkedIn.
>> Great tips, Caitlyn. I thought you might have some good ones. So, those are great. Um, but everyone wants to know, Maddie, how are you doing?
>> We're doing well, Frank. So, I have my intro here, where again, I have another video generated with Leonardo AI and our title, Greenhouse Hours. I then have a frame, which is like a container for people to drop their own footage into. And then, of course, we have our call to action at the end with some animation in there as well. Now, if someone wanted to upload their own video footage, of course, they could film it on their phone, but they can do so directly in Canva as well, under this record yourself button on the left-hand side here. And you can even do that in the Canva app too. So, you're not having to context switch, uh, very much. If you wanted to add a voiceover, which we know is very popular on social at the moment, heading down to add audio at the bottom here will allow you to do that as well.
>> Um, and Caitlyn, I'm sorry, and Maddie, Caitlyn just talked about how important, um, captions are. Can you, uh, auto-put captions on our Canva videos?
>> Yeah, great point. Of course. So, if you have a voiceover or if you have sound, um, on your video, just head to the apps panel on the left-hand side here. And then we have our captions app, um, where it will typically have lots of different styles for you to auto-generate your captions, uh, directly in Canva. And actually, they're editable after the fact, too. So, once they're auto-generated, you can actually edit them yourself, too. And we'll blame it on the Wi-Fi.
>> Everyone's phone's on the Wi-Fi right now. You're messing up. Uh, okay. I think we get the picture and you're going to be able to download some of this, uh, live demo after the fact. So, you'll be able to check this out on your own. But team, these designs are looking awesome. Um, if we look back at the brief, which I conveniently have right in front of me, the campaign work needs to, the campaign needs to work not just across buying stages, but also different teams, marketers, salespeople, creatives. Caitlyn, how important is targeting and personalization on LinkedIn?
>> Oh, absolutely. So important. And so when you look at a product like Sprout, we know that B2B decisions are informed by more than 10 stakeholders and that's across 76 touch points. Wow, that's massive. So, it's really important that you're tailoring your message to those different roles on LinkedIn. And luckily, LinkedIn can help you with those targeting facets. You can reach people by seniority and job function and many others. And like I mentioned before, you can even bring in your first-party data to refine further.
>> Okay, amazing. Let's do that then. So, previously we had our carousel, which had very like decision-maker messaging. I want to add a few different lines of copy for our various audiences. So, that's what I have in front of my sheet here. And I have a few different options already.
>> Could we add some personalized copy on that carousel? Like channel copy?
>> Um, yeah, of course. And because I'm short of time, I'm actually going to use AI to do this for me. So, all I need to do is I have this blank column here with all of our channel copy. And I can select those empty cells and then head up to actions and press fill empty cells. And it will write the channel copy for me, informed by the content around it.
>> Uh, we love that that the AI can help with channel copy because it could be a pretty tedious task. So, can saying that three times fast if you want to try it. Um, but I see that we've really generated the perfect copy that aligns with both the Sprout, Sprout brand and all the context from the spreadsheet. But what else can it do, Maddie?
>> Yeah, great question. If anyone's ever localizing any content that is in languages other than English, you can easily do that in Canva, too. I'm just going to press slash on my keyboard, type in translate, and you're able to populate in over 100 different languages directly in Canva and choose the tone of voice as well.
>> Uh, so cool. Uh, Maddie, how do we get all this personalized copy into one of those templates?
>> Great question. So, I have my sheet here, but I also have our carousel template from before attached to this sheet. All I need to do is highlight my cells, head up to actions at the top here, type in bulk create. Has anyone used bulk create before? Yeah, a few waves. And we're going to map our cells from our sheet to elements within our template. Now, you might have seen today in that song at the end, this is now automatic as well. And so, you can do this automatically. But if you want to map it manually, you just head up to connect data up here and you can match these fields to elements within your design across the various different tiles.
>> That's awesome. Now, this carousel is really powerful because we haven't just built a design. We've built a template as Matt's been talking about. So, whatever's in the spreadsheet flows straight into the carousel. If you change the sheet, you change the audience, it'll change the design for you without actually having to touch any of those design files. Uh, Penny, you're running campaigns across, I believe, 140 countries at Stripe. So, how would something like this work on your team?
>> Yeah, honestly, I think this is like a passion topic for me, but templates are everything. Whether you're trying to use a brand template to quickly adapt for a campaign, which Maddie has showed us you can build really quickly, or a connected template like this one, um, where bulk create gives you the ability to create a hundred iterations in just one design. The principle is essentially the same. You build once and then you get to scale infinitely. Um, like Frank said, we operate, Stripe operates in 140 different countries and on LinkedIn when we're targeting, we're targeting different companies. We're targeting different roles, seniorities. And so, if our content doesn't speak to the people that we're targeting and it doesn't resonate, we've basically paid to reach the right people but with the wrong content. And that's where connecting a data sheet becomes super powerful because every design now speaks to the person that you're trying to speak to. And then the touch point, um, that Caitlyn mentioned can become a lot more powerful. Uh, and then what, so we go from really that sort of generic messaging to hyper-personalization in seconds. That speed, that seconds really helps us go into market to test quickly, um, and led us to double down on what does work or doesn't work. And we've seen that in our results too. Testing faster has just driven our cost per acquisition down.
>> Oh, who likes when the cost of acquisition is lower? Let's see a raise of hands. That's what I thought. Maddie, what's next?
>> Do you want to see it?
>> You know I do.
>> Amazing. So, there's a few different options here. I've chosen for us to output one mega design, but you could easily do, uh, extra files. So, all I need to do is press create design, and it will generate this design for me in our spreadsheet and actually link out to it directly in Canva without having to leave at all. And so, if I view all of our different thumbnails, all of our different messaging before is across these 10 different carousel outputs.
>> Maddie, you were just a wizard with that spreadsheet. Um, and that's just 10 iterations. I can imagine that you could do a hundred with bulk create or even a thousand if you're doing things like localizing a campaign.
>> Yeah, exactly.
>> All right. Well, can you believe it, folks? A complete full-funnel campaign with all the assets we needed in less than 30 minutes. We actually have time to spare, but let's see what we've got so far.
>> Okay, amazing. Um, how about I show how we get this live?
>> Yeah, but let's, let's take a look at what we got so far. We got a LinkedIn carousel personalized for every audience. We've got a LinkedIn static ad. We've got a video template that any leader can pick up and make their own. We've got an email thumbnail and a sales deck with live data. Beautiful. That's what we call a full-funnel worth of assets targeting every audience, every buying maker, every buying decision-maker in under 30 minutes. Um, a campaign this size would normally take weeks. So, that's amazing. Um, like we said, we got some time to spare. So, I think you want to show us how we're going to get all this live?
>> Yeah, let's do that.
>> Okay, let's do that.
>> So, if we start with our static ad, um, we can actually publish directly without leaving Canva. So, for example, with my organic content, I'll just head up to share up here. And then with our share options, I can type in something like LinkedIn and actually push directly to LinkedIn. We can write our caption, something really creative like, "Meet Sprout." Press publish now and it will push directly to LinkedIn from Canva. Check it out. And again,
>> well, normally it would if the Wi-Fi was working. Come on. Uh, Caitlyn, why is something like this so important? The connection between Canva and LinkedIn.
>> Well, I really love this app integration. It removes all the friction between creative and going live. And when you think about all the steps or rooms for error in between, there's nothing better than getting your creative in the market faster so you can start learning and start seeing results.
>> Yeah, obviously speed is definitely important when it comes to marketing campaigns. Um, but also, we find one of the biggest challenges that a lot of companies have, big and small, are trying to understand what content is actually performing best. Um, is there any way that we can see how content is performing on LinkedIn?
>> Yeah, great point. So, every Canva designer has this analytics button at the top, and it will allow you to see not only the design analytics, but if you've published to social media, all of the social media analytics as well. Now, obviously, we haven't gotten it live just yet, so this is looking fairly empty, but this is where they will live. Now, for ads in particular, we have our a new launch, Canva Grow. Has anyone used Canva Grow before? Not just yet. Okay, so this might be new for all of you. On the left-hand side under more, we have Grow, and then we have our Learn panel where you can actually measure the performance of your ads and iterate with AI, um, most effectively, too.
>> That's right, Maddie. Canva Grow not only helps suggest top-performing templates to help you create ads, but it lets you preview ad performance once it's live. And I think we actually have a special announcement. Somebody entrusted me with an announcement today. I don't know whose idea that was. Um, we have never shared this before. You're hearing it here first on the Canva at Work stage, but can I get a drum roll, maybe? All right. LinkedIn Ads are coming to Canva Grow. So, soon you'll be able to pull LinkedIn ad insights directly into Canva, see what's working right alongside the tools that you use to make it. So, you'll be able to create, publish, track, optimize your whole LinkedIn campaign all in one place. Be sure to keep your eyes peeled for that launch.
>> Oh, Frank, I am so excited for this launch.
>> Caitlyn, I thought you might be excited. I think there might be a lot of LinkedIn folks here that are excited, too. Um, all right. Well, you guys, just, uh, 25 minutes ago, we had just a whiteboard full of ideas, which is great, but we actually needed to get some work done, right? But now we have a complete multi-channel campaign from brief to live, LinkedIn first, everything on brand, and everything relevant for every buyer. Um, but before you head off, I'm going to go ahead and play your own personal AI. I'm going to give you four things to take back from your team. Take back to your team. First, you don't have to choose between speed and quality. With the right workflow, your team can go from brief to live campaign just like our team of experts did in 30 minutes without cutting corners, without being off-brand, and making sure that your creative is consistent. Uh, the second thing, self-serve does not mean that it has to be off-brand, but with brand kits, locked templates, approval workflows, that means anyone in your team across marketing or sales or design can build campaign assets themselves, and everything's going to go live on brand every time. Uh, one of my favorites, number three, scaling with the spreadsheet. Maddie was obviously a wizard at that earlier, but between bulk create, Magic Translate, and live data connections, it means that one design can become hundreds of personalized, localized assets in seconds without actually touching any of those design files. Um, and finally, the feedback loop is closing as we just saw with Canva Grow, um, and design analytics, which is already live. Um, you'll be able to see what's working, what to build next, and how to keep growing your company, especially if you got this little AI-powered plant on our desk right here. Um, all right, cool. That's it for us. I'm going to ask you to scan this QR code if you're interested. Um, it's going to give you links to the resource pack that we already have that we had that we talked about earlier, extra resources like video demos, and thanks to our friends at LinkedIn, a video ads LinkedIn credit for everybody to try out the LinkedIn, um, platform.
>> Big thank you to Caitlyn, Penny, and Maddie. And I hope everyone enjoys your day.