Reddit Marketing Case Study
VTR (View-Through Rate)
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.
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
$7.43
Cost Per Site Session
1.64
Average Pages Visited
0:17
Average Session Duration
Campaign highlights
$4.56
CPM
0.77%
VTR
Top performing creatives
Phase 1
Back to Family – English
- Amount Spent – $908
- Impressions – 246,789
- Ad Clicks – 436
- CPC – $2.08
- CTR – 0.21%
Phase 2
Conservative – Protect Others
- Amount Spent – $2,078
- Impressions – 593,578
- Ad Clicks – 1,113
- CPC – $1.91
- CTR – 0.188%
Phase 3
Parents – Q&A – Parents Focused
- Amount Spent – $38,320
- Impressions – 3,568,866
- Ad Clicks – 14,723
- CPC – $2.60
- CTR – 0.41%
AMA's
AMA’s (Ask Me Anything) are commonplace on Reddit and they’re an amazing way to encourage conversations with subject matter experts on any topic. It’s like having a direct line to a seasoned professional in whatever industry or field is the focal point of the AMA. When it comes to our overall goal of sharing COVID-19 vaccine information from reputable sources – an AMA was a no-brainer tactic to include in the overall strategy.
Dr. Richard Besser
Pediatrician and President/CEO of the Robert Wood Johnson Foundation
Dr. Gerald Harmon
President-elect of the American Medical Association
AMA successes
558
Upvotes
89%
Upvote Percentage
240
Comments
8
Awards
Megathreads
Megathreads are a newer concept and feature on Reddit. They’re a great way to encourage longer form conversations that stay on a specific topic. The goal is for users to deep dive into a particular topic and piggy-back off of each other. When it comes to our overall goal of sharing COVID-19 vaccine information from reputable sources – a Megathread with all pertinent FAQ information about the vaccine was a no-brainer tactic to include in the overall strategy.
Megathread successes
1087
Upvotes
76%
Upvote Percentage
2175
Comments
9
Awards
Reddit post click metrics
2,243 Website Sessions
171,979 All-Platforms Average
0:17 Average Session Duration
0:19 All-Platforms Average
1.8 Pages Viewed Per Session
1.9 All-Platforms Average
2,226 FAQ Views
4,641 All-Platforms Average
0.03% FAQ Conversion Rate
1.3% All-Platforms Average
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