One Way welcomes Maude Lavoie, the Quebec creator turning ordinary family life into warm, trust-first storytelling, to its hand-picked roster.
Every agency roster has a story it has not told yet. At One Way, that story now has a name: Maude Lavoie, a Quebec content creator whose feed has quietly become one of the most trusted places online for a very specific kind of storytelling, the beautifully unglamorous truth of everyday family life.
Where much of the lifestyle category chases polish for its own sake, Maude has built her audience on the opposite instinct. Her content treats the ordinary, a Sunday morning, a school drop off, a quiet dinner, as worthy of the same care most creators reserve for a product launch. It reads less like a feed and more like a well kept journal, and that sensibility is exactly what One Way was looking to add.
A lifestyle voice built around real life
Maude's niche sits at the intersection of family and lifestyle content, one of the most resilient corners of today's creator economy. Her audience does not follow her for a highlight reel, they follow her because her version of a good life feels reachable, and because the products she does choose to feature are treated with the same restraint as everything else on her page.
That restraint is precisely what makes her valuable to brand partners. In a market saturated with overproduced sponsored content, an audience that trusts a creator's taste is worth far more than one that simply sees her reach. Maude has spent years earning that trust one honest post at a time, and she now joins a One Way roster built deliberately small, so every partnership gets the attention a brand like Nespresso or a major Canadian retailer expects when it signs on for the long term.
A roster built on range, not volume
One Way's philosophy has never been about representing the most creators in Quebec, it is about representing the right mix. Maude's arrival rounds out a roster that already spans beauty and wellness, cinema, culinary storytelling and sport, giving brands a genuine bench of voices rather than one formula repeated across accounts.
| Content pillar | Creator | What brands get |
|---|---|---|
| Family & everyday lifestyle | Maude Lavoie | Warm, trust-first storytelling for home, family and daily life brands |
| Beauty & wellness | Ines Lalouad | Mood-first beauty storytelling for a highly engaged audience |
| Cinema & narrative craft | Wil Aime | Prestige, story-first brand integrations |
| Culinary storytelling | Emilie Cuizine | Caribbean-rooted, Quebec-grown food culture content |
Why brands will want in early
Family and lifestyle content converts differently than trend-driven categories: the audience is loyal rather than reactive, and campaigns tend to compound in value over months rather than spike and fade in a single week. For brands weighing how to collaborate with influencers the right way, a creator like Maude offers something increasingly rare, an audience that already behaves like a community.
"The best partnerships never feel like ads, they feel like a recommendation from someone you already trust. That is the entire premise of Maude's page, and it is why we signed her." One Way Talent team
Her arrival also reinforces something the agency has said from day one: growth does not mean signing everyone, it means signing well. As influencer marketing keeps proving itself against traditional advertising formats, and as more of Quebec's most watched content creators build real, durable audiences, that selectivity is becoming the clearest competitive edge an agency can offer.
Nationally, the numbers back up the shift: brands and marketers overwhelmingly consider influencer marketing an effective strategy today, and Canadian audiences remain some of the most socially active in the world, a trend that recent Canadian market research continues to confirm. Maude Lavoie's page is a case study in why: an audience built on trust, one honest post at a time.
Welcome to One Way, Maude. The next chapter starts now.
