Reddit launches first UK brand campaign, hires Tinder marketing director

Marking a 12 months because the opening of its UK workplace, Reddit is celebrating the big selection of features and rewards that its communities provide in its first UK brand marketing marketing campaign.Created by world company of document R/GA, which additionally dealt with media within the UK, “Maybe collectively we’ll” is operating from right now (21 September) in out-of-home, together with high-profile websites similar to Waterloo Station and Westfield London, in addition to 26 London Underground stations. It can even soak up digital channels and digital video, with a 60-second brand movie that includes user-generated content material from throughout Reddit’s teams.Messages featured within the creatives embody “Maybe collectively we’ll elevate the world up. Or perhaps we’ll knock it down a couple of pegs” – pointing customers in the direction of the diametrically opposed Reddit group teams r/ToastMe and r/RoastMe.
The marketing campaign was created by R/GA’s Scott Steele, Brian Vandeputte, Gabe Valente, Meghan Lai and Ben Muckensturm.Speaking to Campaign, Roxy Young, Reddit’s chief marketing officer, mentioned the push was aimed toward newcomers, present customers and advertisers.“This is our first brand marketing marketing campaign, after years of sturdy natural development,” she mentioned. “First and foremost, we need to drive new customers to the platform. We need to pique their curiosity and convey new customers on to Reddit, as we proceed to broaden our person base.“But we additionally know that there are going to be lots of present customers who perhaps have by no means seen ads for Reddit out in the true world and so this is a chance for us to showcase the breadth and depth of our communities to them.”And then lastly, we additionally know that there are lots of advertisers who perhaps aren’t aware of Reddit, and we have had a very sturdy presence and momentum as we entered the market a few 12 months in the past. This can also be a approach for us to raised familiarise them with what persons are doing on Reddit.”Reddit wouldn’t disclose precise figures, however mentioned its invoiced advert income for the UK and EMEA had greater than tripled 12 months on 12 months, and that the variety of energetic advertisers within the area was up by half. Since launch, UK employees numbers have elevated from simply 5 to round 30, and Reddit plans to develop this by one other 50% by the tip of the 12 months. It has round 26 million ads-addressable customers within the UK – although Young mentioned that brand consciousness was nonetheless within the low 60s, proportion clever.
Sorry, what did that say?The UK executions are a part of a world marketing campaign that began with a five-second TV advert through the Super Bowl in February, which featured an extended piece of textual content that required viewers to pause the advert in an effort to learn it.“The Super Bowl advert happened as a result of about seven to 10 days previous to it, we began to see Reddit change into a family identify,” Young defined. This occurred due to members of Reddit discussion board r/wallstreetbets, who used the buying and selling app Robinhood to drive up the share worth of corporations similar to US retailer Gamestop, inflicting harm to hedge funds that had staked big quantities on their predicted failure.The exercise on r/wallstreebets “was actually showcasing the facility of group and what individuals can do once they come collectively”, Young mentioned. “We have been actually impressed by that and we began speaking with our company.”As nicely as finances constraints – the broadcaster, CBS, was promoting 30-second spots through the match for $5.5m – Reddit and R/GA have been met with time constraints. “So we sort of needed to throw every part that you concentrate on when it comes to a typical Super Bowl marketing campaign out the window. We weren’t going to have celebrities, we weren’t going to have this big-budget manufacturing shoot. But we knew what we needed to say. And we knew that if we will discover a solution to put these phrases on a display, that it will resonate.”The OOH will initially solely run in London, however could also be prolonged to different cities later. “This is the first time that we’ve executed a marketing campaign within the UK and so we’re going to take a look at in London, and gauge response and learnings after which we will construct and develop our broader technique from there,” Young mentioned.Reddit swipes proper on PotterIt comes as Reddit marks a 12 months since its first worldwide enlargement with the opening of its London workplace, and alongside the appointment of Laurelle Potter (proper) as UK normal supervisor. Potter joins in October from Tinder, the place she is marketing director. Before becoming a member of Tinder in 2018, she was a marketing director at each Snap, the place she led the EMEA launch of Spectacles, and relationship app Badoo in a world function.“I’ve loved an extended profession in marketing and tech, however my ardour lies in working for community-driven manufacturers that allow individuals to attach with each other. Reddit is the house of group, and I sit up for utilizing my years of expertise in fostering intimate connections to ship this on a bigger scale, serving to to propel Reddit’s mission of bringing group and belonging to all,” Potter mentioned.“Reddit weaves collectively the most effective of what social platforms have to supply, and there’s a big alternative to make sure individuals within the UK perceive its worth and advantages. I’m so excited to share the Reddit story and assist deliver its magic to life in order that people and types within the UK see what I see.”Reddit mentioned its advertisers concentrating on UK customers embody Amazon, Dell, PlayStation, Intel, Adobe, Samsung, HP, Octopus Energy, Bitstamp, Huel, Capcom and Ooni, in addition to the UK authorities.Another brand utilizing Reddit is Afrocenchix, a black feminine haircare brand co-founded by Rachael Corson, who mentioned it was a “no brainer” to make use of Reddit to achieve a extremely engaged viewers.“Afrocenchix prides itself on remaining a community-driven brand regardless of working within the fast-paced, development stage of our enterprise. Reddit customers are passionate, invested and already speaking about haircare, making our determination to construct out our presence on the platform a no brainer,” she mentioned.“We have been in a position to join with new audiences, who’ve in flip change into loyal prospects, by concentrating on communities the place curiosity was already baked-in. This has allowed us to affix the dialog naturally, share details about our merchandise and supply an actual worth to people who find themselves and need to be taught extra.”

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