{"id":1464,"date":"2025-12-10T09:13:55","date_gmt":"2025-12-10T14:13:55","guid":{"rendered":"https:\/\/www.yorku.ca\/osgoode\/ip-innovation-clinic\/?p=1464"},"modified":"2025-12-10T09:22:40","modified_gmt":"2025-12-10T14:22:40","slug":"swiirl-community-marketing","status":"publish","type":"post","link":"https:\/\/www.yorku.ca\/osgoode\/ip-innovation-clinic\/2025\/12\/10\/swiirl-community-marketing\/","title":{"rendered":"Swiirl: Powering Community-Driven Marketing\u00a0\u00a0"},"content":{"rendered":"\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><em> <strong>The Clinic Effect<\/strong> is a new series, where we highlight current and past IP Innovation Clinic clients from our 15-year history of helping advance IP sophistication and support in Ontario and across Canada<\/em>.<\/p>\n\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"365\" src=\"https:\/\/www.yorku.ca\/osgoode\/ip-innovation-clinic\/wp-content\/uploads\/sites\/847\/2025\/12\/Swiirl-Logo-1-1024x365.png\" alt=\"logo says swiirl in black with one dot in purple between the double i\" class=\"wp-image-1465\" style=\"width:460px;height:auto\" srcset=\"https:\/\/www.yorku.ca\/osgoode\/ip-innovation-clinic\/wp-content\/uploads\/sites\/847\/2025\/12\/Swiirl-Logo-1-1024x365.png 1024w, https:\/\/www.yorku.ca\/osgoode\/ip-innovation-clinic\/wp-content\/uploads\/sites\/847\/2025\/12\/Swiirl-Logo-1-400x143.png 400w, https:\/\/www.yorku.ca\/osgoode\/ip-innovation-clinic\/wp-content\/uploads\/sites\/847\/2025\/12\/Swiirl-Logo-1.png 1152w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n\n<div style=\"height:45px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Kay Boamah sees a critical disconnect in traditional marketing<\/strong>: brands often use top-down strategies that can lack authenticity or&nbsp;relevance&nbsp;for the intended audience. Meanwhile, trusted community groups, including educational institutions, non-profit organizations, and artist collectives, are under-resourced and&nbsp;often&nbsp;excluded from major marketing opportunities. Boamah and his&nbsp;co-founders Daniel&nbsp;Mohanrao&nbsp;and Mike Hong launched&nbsp;Swiirl, a brand-tech platform promoting \u201ccommunity marketing\u201d to address this.&nbsp;<\/p>\n\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong><em>The Innovation<\/em><\/strong><em>&nbsp;<\/em>&nbsp;<\/p>\n\n\n\n<p class=\"has-text-align-left\">Swiirl&nbsp;is a two-sided platform connecting brands and agencies with high-trust community organizations and educational institutions.&nbsp;Brands are matched with groups based on their marketing needs and goals.&nbsp;The team developed&nbsp;their community engagement model,&nbsp;Swiirl&nbsp;Pulse,&nbsp;where&nbsp;brands&nbsp;use&nbsp;conversational AI Agents to join real community conversations.&nbsp;If the AI agent is given permission to enter a conversation to gain authentic insights, the&nbsp;group&nbsp;leading the conversation is&nbsp;compensated.&nbsp;These interactions, then,&nbsp;inform&nbsp;the co-creation of purpose-driven campaigns, including&nbsp;artwork&nbsp;and&nbsp;social media content.&nbsp;Creators&nbsp;have full control over which&nbsp;projects they choose to&nbsp;participate&nbsp;in.&nbsp;&nbsp;&nbsp;<\/p>\n\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"has-text-align-center has-medium-font-size\"><mark style=\"background-color:rgba(0, 0, 0, 0);color:#e31837\" class=\"has-inline-color\"><strong><em><em>\u201cSwiirl&nbsp;is building a more equitable and effective creative economy.\u201d<\/em>&nbsp;                <\/em><\/strong><\/mark><\/p>\n\n\n\n<p class=\"has-text-align-center has-small-font-size\"><mark style=\"background-color:rgba(0, 0, 0, 0);color:#e31837\" class=\"has-inline-color\"><strong><em>- <\/em>Kay Boamah<\/strong><\/mark><\/p>\n<\/blockquote>\n<\/blockquote>\n\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong><em>The Impact&nbsp;<\/em><\/strong><em>&nbsp;<\/em>&nbsp;<\/p>\n\n\n\n<p>Boamah calls&nbsp;Swiirl\u2019s&nbsp;impact \u201cprofound,\u201d citing&nbsp;the creation of&nbsp;sustainable revenue streams that support local programs including arts and financial literacy&nbsp;efforts. One major initiative is the&nbsp;&nbsp;<a href=\"https:\/\/shootingforpeace.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">\u201cShooting for Peace\u201d<\/a>&nbsp;financial literacy campaign created in collaboration with former NBA player Jerome Williams. The campaign, powered by&nbsp;Swiirl&nbsp;Pulse, began with a 40-city North American tour starting in&nbsp;<a href=\"https:\/\/aausports.org\/news\/jerome-williams-toronto\/\" target=\"_blank\" rel=\"noreferrer noopener\">Toronto<\/a>&nbsp;on&nbsp;November&nbsp;1,&nbsp;2025.&nbsp;The&nbsp;initiative is backed by major sponsors, including banks, lifestyle brands, and the local professional sports teams in each city.&nbsp;<\/p>\n\n\n\n<p>According to Boamah,&nbsp;Swiirl\u2019s&nbsp;primary clients are&nbsp;marketing and engagement teams seeking authentic connections. Community partners serve as the \u201cinsight and creative engine\u201d behind campaigns.&nbsp;<\/p>\n\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-center has-medium-font-size\"><strong><mark style=\"background-color:rgba(0, 0, 0, 0);color:#e31837\" class=\"has-inline-color\"><em><em>\"We are so excited to partner with a platform that engages communities directly in creating content\u2014capturing authentic stories of financial freedom through mini-documentaries, ads, and more.\u201d<\/em>&nbsp;<\/em><\/mark><\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center has-small-font-size\"><strong><mark style=\"background-color:rgba(0, 0, 0, 0);color:#e31837\" class=\"has-inline-color\"><em><em>- Jerome Williams<\/em>&nbsp;<\/em>&nbsp;&nbsp;&nbsp;<\/mark><\/strong><\/p>\n\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong><em>The IP<\/em><\/strong><em>&nbsp;<\/em>&nbsp;<\/p>\n\n\n\n<p>Swiirl&nbsp;received&nbsp;pro bono intellectual property&nbsp;assistance&nbsp;from the IP Innovation Clinic including&nbsp;patent and trademark searches and due diligence. This support helped the team&nbsp;determine&nbsp;how to protect&nbsp;their&nbsp;innovation.&nbsp;<\/p>\n\n\n\n<p>The broader&nbsp;¿ì²¥ÊÓƵ&nbsp;innovation ecosystem&nbsp;has&nbsp;also&nbsp;played a key role in&nbsp;Swiirl\u2019s&nbsp;commercialization journey. The&nbsp;company recently completed the&nbsp;YSpace&nbsp;<a href=\"https:\/\/www.yorku.ca\/yspace\/programs-streams\/technology-accelerator\/\" target=\"_blank\" rel=\"noreferrer noopener\">Technology Accelerator<\/a>&nbsp;and continues to&nbsp;benefit&nbsp;from&nbsp;YSpace&nbsp;resources. Additionally, the <a href=\"https:\/\/thebea.co\/\" target=\"_blank\" rel=\"noreferrer noopener\">Black Entrepreneurship Alliance<\/a>&nbsp;provided early support through its Venture Catalyst&nbsp;program.&nbsp;&nbsp;&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-center has-medium-font-size\"><strong><mark style=\"background-color:rgba(0, 0, 0, 0);color:#e31837\" class=\"has-inline-color\"><em><em>\u201cThe IP Innovation Clinic has been a pivotal<\/em>&nbsp;resource.<em>&nbsp;YSpace&nbsp;at ¿ì²¥ÊÓƵ was a catalyst for us, connecting us to vital resources like the IP Innovation Clinic. We simply did not know what we did not know, and the ecosystem these programs build around founders is a critical accelerator to success.\u201d<\/em>&nbsp; <\/em><\/mark><\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center has-small-font-size\"><strong><mark style=\"background-color:rgba(0, 0, 0, 0);color:#e31837\" class=\"has-inline-color\"><em>- <\/em>Kay Boamah&nbsp;<\/mark><\/strong><\/p>\n<\/blockquote>\n\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><\/p>\n\n\n\n<p><strong><em>The Next Steps...<\/em><\/strong><em>&nbsp;<\/em>&nbsp;<\/p>\n\n\n\n<p>As\u00a0Swiirl<strong>\u00a0<\/strong>continues to scale up, they welcome brands, agencies, community organizations, and platform partners to join the\u00a0movement,\u00a0\u201ctransforming insight into authentic advocacy and empowering communities to lead the conversation.\u201d\u00a0\u00a0<\/p>\n\n\n\n<p>To learn more or connect, please visit&nbsp;<a href=\"https:\/\/swiirl.io\/\" target=\"_blank\" rel=\"noreferrer noopener\">swiirl.io<\/a>&nbsp;or email&nbsp;<a href=\"mailto:partnerships@swiirl.io\" target=\"_blank\" rel=\"noreferrer noopener\">partnerships@swiirl.io<\/a>&nbsp;<\/p>\n\n\n\n<div style=\"height:34px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The Clinic Effect is a new series, where we highlight current and past IP Innovation Clinic clients from our 15-year history of helping advance IP sophistication and support in Ontario and across Canada. Kay Boamah sees a critical disconnect in traditional marketing: brands often use top-down strategies that can lack authenticity or&nbsp;relevance&nbsp;for the intended audience. [&hellip;]<\/p>\n","protected":false},"author":2749,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","footnotes":"[]"},"categories":[3],"tags":[11],"class_list":["post-1464","post","type-post","status-publish","format-standard","hentry","category-clinic-notes","tag-the-clinic-effect"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Swiirl: Powering Community-Driven Marketing\u00a0\u00a0 - IP Innovation Clinic<\/title>\n<meta name=\"description\" content=\"In this edition of the Clinic Effect, we discuss a brand-tech platform that is bridging the gap between brands and community.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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