Editor’s note: We sat down with Lachlan Stewart, Social Lead at Canva, to explore how the company taps into social media to spark conversation and power business growth. This Q&A kicks off an exciting new series on our blog, so keep an eye out for more thought leadership from leading marketing experts. Canva now serves over 265 million users in 190 countries. By any standard, it’s a huge global brand. Yet when you talk to Lachlan Stewart, Social Lead at Canva, about their social approach, one word comes up again and again: “local.” “If you look at Canva in different countries, you’ll see real people and real stories from those communities,” he explains. “At the heart of our marketing strategy, it’s about being genuinely local.” And that’s where things get interesting. When your social team is deeply tuned into local culture, campaign ideas start coming to you. Take Canva’s collaboration with UK reality star Gemma Collins (one of the most recognizable voices in the country): they brought her voice into the product and named her the new UK Creative Director. “Our sweet spot is when we’re driving cultural conversation,” says Lachlan. From there, they let social do what it does best: amplify. In this Q&A, Stewart shares how Canva turns local culture into campaign fuel, why they aim to start trends instead of chasing them, and why social deserves a seat at the strategy table. Key takeawaysThink local. Canva’s social media strategy is all about showing up authentically in every…