Idea Library

Content ideas proven to build Canadian trust and sales.

Ready-to-post ideas for your business using my real photos and videos, each backed by research on what earns customers’ trust and moves them to buy. Copy the captions, swap in your name, and post.

Every example uses my real training photos and videos. The businesses are made up, so you can picture your own name in their place. As a sponsor, you can use my photos and videos to make your own. New here? Read the story behind the content.

Plays muted
01ReelBacker ($15) and up

A short vertical video with a real person

Example: Maple & Mend Recovery Co., a fictional wellness brand

63%

of people say a short video is how they’d most like to learn about a product or service. Articles came in at 12%.

Wyzowl, 2026
Sample caption

Every rep starts with recovery. Meet Michael Girolametto: 32, a CPA, and training in track sprint cycling with the best in the country. He sold his accounting firm to chase a childhood Olympic dream one last time, and we're proud to be in his corner. Follow his journey @michaelgirolametto

52% of Instagram users gravitate toward short-form video under 60 seconds (Sprout Social, 2026).

Make it yours: Cut my training clips into 4 or 5 quick shots with one line of text each, then end on your logo. 10 to 15 seconds is plenty.

Example photo post for Harbourline Physio, a fictional brand, featuring Michael Girolametto
02Photo postBacker ($15) and up

Put a real face front and centre

Example: Harbourline Physio, a fictional physiotherapy clinic

+38%

more likes, and 32% more comments, for Instagram photos that show a human face.

Georgia Tech & Yahoo Labs · 1.1 million photos
Sample caption

Meet the athlete we're backing this year. Michael is a Toronto track sprinter training with the best in the country, and he knows the work you do off the bike matters as much as the work on it. We're proud to support his Olympic dream. @michaelgirolametto

98% of consumers say authentic images and videos are pivotal to trusting a brand (Getty Images VisualGPS).

Make it yours: Pick a photo where you can see my eyes. Keep the text short and let the face do the work.

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03StoryBacker ($15) and up

Lo-fi, behind the scenes, in the moment

Example: Kettle & Kin Café, a fictional café

Top 2

Authenticity and relatability are the two traits consumers value most from brands on social.

Sprout Social Index, 2025 · 4,044 consumers
Sample caption

Spotted at Dundas Square this morning. Would you ride 80 km/h with no brakes? The athlete we sponsor: Michael. Coffee's on us if you see him.

A poll sticker gives people an easy reason to tap, and it doesn’t need to look polished.

Make it yours: Use a raw clip straight from my Instagram, add a poll or question sticker, and post it the same day. Unpolished is the point.

Example carousel for Northbank Bookkeeping, a fictional brand, featuring Michael Girolametto, slide 1 of 4Example carousel for Northbank Bookkeeping, a fictional brand, featuring Michael Girolametto, slide 2 of 4Example carousel for Northbank Bookkeeping, a fictional brand, featuring Michael Girolametto, slide 3 of 4Example carousel for Northbank Bookkeeping, a fictional brand, featuring Michael Girolametto, slide 4 of 4
Swipe
04CarouselBacker ($15) and up

Tell a comeback story, one slide at a time

Example: Northbank Bookkeeping, a fictional bookkeeping firm

2,706%

increase in value when ordinary thrift-store objects were resold with a short story attached ($128.74 became $3,612.51).

Significant Objects experiment
Sample caption

Cut two days before his first World Cup at 18. Back on the bike at nearly 30. Now 32 and training with the best in the country. We started small too, which is why Northbank Bookkeeping is proud to back Michael Girolametto, a CPA who built and sold his own firm before chasing his childhood Olympic dream. Swipe for his story. @michaelgirolametto

Underdog brand stories (setbacks plus determination) increase purchase intent and brand loyalty (Journal of Consumer Research, 2011).

Make it yours: Start with a hook, give each slide one moment, and save your business for the last slide. People swipe to find out how it ends. Every slide comes straight from my story.

Example photo post for Birchline Goods, a fictional brand, featuring Michael Girolametto
05Photo postBacker ($15) and up

Lead with Canadian

Example: Birchline Goods, a fictional Canadian retailer

80%

of Canadians say they’re likely to choose Canadian-made products over imported ones.

Interac & Hill+Knowlton, 2025 · 1,500 Canadians
Sample caption

Canadian-made goods, and a Canadian athlete to cheer for. This year Birchline is backing Michael Girolametto, a Toronto track sprinter training with the best in the country and aiming for Brisbane 2032. Follow along @michaelgirolametto

78% of Canadians are committing to buy more Canadian products overall (Angus Reid Institute, 2025).

Make it yours: Say where you’re from right in the headline. Canadian is a reason to choose you, so don’t bury it.

Example photo post for Forge Street Fitness, a fictional brand, featuring Michael Girolametto
06Photo postBacker ($15) and up

Show you give back to your community

Example: Forge Street Fitness, a fictional gym

80%+

of Canadians prefer to support businesses that give back to their communities.

Abacus Data for Imagine Canada, 2024 · 1,500 Canadians
Sample caption

Our members train hard. So does he. We're backing Michael Girolametto, a Toronto track sprinter who hits 80 km/h on a bike with one gear and no brakes. He also runs Lametto Rose, a team for the next generation of Canadian track cyclists. Proud to be in his corner. @michaelgirolametto

Say what you support and why, in one sentence. That’s enough.

Make it yours: Tie it to what your business already stands for. A gym backing an athlete, a clinic backing recovery, a café backing its neighbourhood.

Example photo post for Parkside Realty, a fictional brand, featuring Michael Girolametto
07Photo postBacker ($15) and up

Share a real, unfiltered moment

Example: Parkside Realty, a fictional real estate team

59%

of consumers say content from real people is the most authentic kind. Only 10% said the same of influencer content.

Stackla, 2021 · 2,042 consumers
Sample caption

Not every day goes to plan. This is Michael Girolametto crashing at the 2025 nationals. He was back on the bike within a month, and he's now training with the best in the country. We back him because he keeps getting back up. @michaelgirolametto

88% of people trust recommendations from people they know over any form of advertising (Nielsen, 2021).

Make it yours: Real photos beat stock photos and AI images. The imperfect ones are often the ones people remember.

Example email newsletter for Lantern Creative, a fictional brand, featuring Michael Girolametto
08Email newsletterSupporter ($100) and up

Feature your sponsorship in your newsletter

Example: Lantern Creative, a fictional marketing agency

+10%

average lift in purchase intent among people exposed to a sports sponsorship.

Nielsen · 100 sponsorships, 7 markets
Sample caption

Subject: Why we're sponsoring a CPA-turned-sprinter

Meet Michael Girolametto. He built and sold his own accounting firm to pursue his childhood Olympic dream one last time. At 32 he's training with the best in the country and aiming for the 2032 Olympics in Brisbane. We know what it takes to grow a small business, which is why Lantern Creative is proud to be in his corner this year. Follow his journey at girolametto.ca.

Only word of mouth and a brand’s own website were trusted more than sports sponsorships (Nielsen).

Make it yours: Your list already knows you. One short story and one photo in your next newsletter, and link to my site.

Already in my corner?

Want more content?

If you’ve been backing me for a while and you’re ready for something fresh, there’s plenty more where these came from. I’m always posting new photos and videos on Instagram, and I share my story every month in the sponsor newsletter you’ll get in your inbox.

You’re always welcome to email me directly, too. I’ll give you access to my full cloud library of raw photos and clips from training and racing, ready to use in your marketing.

Email me for more contentManage my sponsorship →
Using my content the right way

Three quick rules.

  1. Keep official marks out. No Olympic rings, Team Canada logos or other official marks.
  2. Show that you support me. Don’t suggest I use or endorse your product unless we’ve agreed in writing.
  3. New posts need an active sponsorship. Posts from while you were a sponsor can stay up.
Read the full sponsor guidelines →
Ready when you are

Your version of these, starting at $15 a month.

Backers get one post a month like these. Supporters can use my story anywhere: newsletters, your website, in store, all year.

See the three levels

Want the numbers behind why real content wins? Read the research. Or read my story first.

Sources
  1. Wyzowl, Video Marketing Statistics 2026. Link
  2. Sprout Social, 2026 content strategy research on short-form video. Link
  3. Bakhshi, Shamma & Gilbert, Faces Engage Us, Georgia Tech and Yahoo Labs, ACM CHI 2014. Link
  4. Getty Images VisualGPS, Building Trust in the Age of AI. Link
  5. Sprout Social Index 2025 (4,044 consumers). Link
  6. Walker & Glenn, Significant Objects experiment. Link
  7. Paharia, Keinan, Avery & Schor, “The Underdog Effect,” Journal of Consumer Research, 2011. Link
  8. Interac and Hill & Knowlton survey (1,500 Canadians), February 2025. Link
  9. Angus Reid Institute (3,310 Canadians), February 2025. Link
  10. Abacus Data for Imagine Canada (1,500 Canadians), September 2024. Link
  11. Stackla (now Nosto), consumer content report (2,042 consumers), 2021. Link
  12. Nielsen, trust in advertising and recommendations, 2021. Link
  13. Nielsen, “Sports sponsorships are raising more than just brand awareness,” 2022. Link

All businesses shown are fictional examples. Sponsors use my name and content under the sponsor guidelines.