To build authenticity with its diverse user base and increase awareness of the Canoa platform's capabilities, we developed a strategy centered around connecting with users’ unique needs and interests. This approach focused on showcasing the platform's value and celebrating the diversity of its community. We launched a community-focused campaign, creating engaging marketing content for all social platforms, external newsletters, and blog posts designed to resonate deeply with our target audience. By highlighting user stories and shared values, we aimed to create a connection with users.