Digital – Social Media Frames
Our Performance Marketing team creates a series of SKU level promotional ads during each quarter to help drive sales. These ads appear in external channels and rely on Canadian Tire branding to help them stand out in a variety of environments. This page focuses on the ads created for social media channels.
Sizes and Safe Space
Performance marketing ads are commonly made in two sizes: 1:1 for Facebook and 9:16 for Snapchat.
These two sizes each have their own limitations dictated by the social media platforms that we must adhere to. In the remaining space, Canadian Tire branded elements may be used. For the must up-to-date information on safe space, see the social media platform's website.
Most of our social media performance marketing assets are created through automation and/or third party programming. Frames are overlayed as transparent layers on top of product images. With the wide range of shapes and sizes of our product assortment, the space for creative elements is very limited.
Construction
The only required element on all performance marketing social assets is the Primary Brandmark. The use of any other branded element is optional and subject to the safe space limitation of each channel.
These assets are most commonly used to promote SKU level product. For consistency and efficiency, these assets follow a rigid creative template based on their size.
A – Frames must be 40px thick on all sides.
B –The Micro CT Brandmark must appear in the bottom left.
C –The Brandmark must be given 1/2 leaf of clear space from the inner edge of the frame.
D –The outer curvature of the frame corner should match that of a 40px circle.
E –The inner curvature of the frame corner should match that of a 20px circle.
A – All content must sit within a 40px margin.
B – A 1080x450px creative space is available at top of frame, but must leave 120px of clearance for the avatar and label.
C – The CT Slash element should be applied at an angle of 8.5 degrees.
D – The Micro Brandmark must be given 1 leaf of clear space from the bottom and left of the safe space.
E - 310px of clearspace must be left at the bottom of the asset for the channel's call to action.
Brandmark
The Primary Brandmark must appear in all performance marketing assets as they exist outside of our owned channels. These ads rely on the Canadian Tire brand to help generate trust and awareness. When constructing a performance marketing social ad, the Micro Brandmark must be used and appear in the lower left corner. It should use 1 leaf of clearspace but may use as little as a 1/2 leaf measure of clearspace due to the limitations of these assets.
Occasionally, it may be required that a Brand Signature is used in place of the Primary Brandmark. In these instances, the Brand Signature must take the same size and positioning as the Primary Brandmark. Ensure that the correct micro size version of the Brandmark or Brand Signature is used to maintain legibility. For more information on which Brand Signatures are available, please see the Brand Signatures page.
Colour and Omni Elements
Creative elements can use colours from the Omni Seasonal Colour Palette or the Brand Colour Palette. When selecting a colour, it does not need to correspond to the weekly Promotional Colour.
Some weeks may require the use of omni elements such as promotional lockups or patterns. These elements must only be used when corresponding to an omni-channel ad campaign related to a promotional event. Promotional event elements must not be used independently from an ongoing sale. For more information, see the Omni-channel Promotional Events page.
Omni Identities
Omni identities such as Canada's Christmas Store, Fun Store, Pet or Baby can be used in performance marketing pages independently from ongoing promotional events. The elements from these identities may be used in the creative areas of the assets. Be mindful when using elements from these identities that the product does not get obscured. For more information, see the Omni Identities page.
Do's and Don'ts
Do use the brandmark in all assets.
Don't adjust the thickness of the frame.
Do select colours from the brand or seasonal colour palettes.
Don't add promotional elements to ads not related to promotional events.
Do use Omni Identity elements in the creative areas when appropriate.
Don't cover the product image area with creative elements.