Reddit Marketing Case Study

0.77% VTR (View-Through Rate)

71,781 Site Visitors

0.77%

VTR (View-Through Rate)

71,781

Site Visitors

Llama Lead Gen used Reddit ads, AMAs, and Megathreads to educate vaccine-hesitant audiences on COVID-19 in one of the largest digital marketing campaigns in history.

Reddit is the largest forum-based social media platform in the world. With over 48 million active monthly users and over 1.6 billion visitors each month, Reddit provides marketers with a unique opportunity to engage audiences that other social media platforms don’t offer.

"Thanks to Llama Lead Gen's effort, the client reported a fantastic performance on a number of campaigns they worked with. They are also successful in launching beta campaigns and non-English creatives testings. The team's communication was clear and thorough throughout the engagement. I am convinced they do not have bad days 🙂"

Kira Federer

Director of Business Marketing @ Reddit

Reddit is one of the most unique and engaging channels available. It also requires some outside-the-box thinking when managing campaigns on the platform as traditional marketing/advertising tactics are typically met with resistance. However, with Reddit being the sixth most visited website on the internet and with countless sub-Reddits that are clearly defined communities within the Reddit ecosystem, it was essential to incorporate Reddit into the overall channel strategy. Knowing this, our team developed a unique approach to this unique channel.

Similar to other campaign strategies, a three phased approach was used to understand, optimize, and capitalize on the data collected.

Reddit Campaigns

Phase 1

Brand awareness campaigns with a focus on parents and rural audiences.

April – May, 2021
6 Campaigns
10 Ad Groups
30 Ads

Phase 2

Audiences from Phase I were expanded and we launched and managed an Ask Me Anything (AMA) on Reddit.

May – August, 2021
11 Campaigns
24 Ad Groups
64 Ads
1 AMA

Phase 3

Refined campaign - after broadening our audience we decided to consolidate once again to focus on a niche group of parents, conservatives, and Hispanic American audiences. A second AMA was also implemented, as well as a megathread.

October – November, 2021
3 Campaigns
6 Ad Groups
21 Ads
1 AMA and 1 Megathread

Overall results

$1,000,000

Budget

85,797,746

Impressions

$4.56

CPM (Cost-Per-Thousand Impressions)

$1.56

CPV (Cost-Per-View)

0.77%

VTR (View-Through Rate)

$2.54

CPC (Cost-Per-Click)

0.19%

CTR (Click-Through Rate)

71,781

Site Visitors

2,813

FAQ Clicks

Campaign highlights

$4.56

CPM

Lowest across all channels

0.77%

VTR

Highest across all channels