Reddit Strategy Summary

How the Ad Council partnered with Llama Lead Gen to create one of the largest digital marketing campaigns in history.

Discover how Llama Lead Gen worked with the Ad Council to inform and educate vaccine hesitant audiences about the COVID-19 vaccine and drive traffic to reputable sources from which to conduct research in one of the largest digital marketing campaigns in history.

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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

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Phase I

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

April - May, 2021

6 Campaigns

10 Ad Groups

30 Ads

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Phase II

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

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Phase III

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 Sessions

$7.43

Cost Per Site Session

0:17

Session Duration

Campaign highlights 

$4.56

Lowest Overall CPM

0.77%

Highest Overall View Thru Rate

Top creatives

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Phase I

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Back to Family - English

  • Amount Spent - $908

  • Impressions - 246,789

  • Ad Clicks - 436

  • CPC - $2.08

  • CTR - 0.21%

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Phase II

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Conservative - Protect Others

  • Amount Spent - $2,078

  • Impressions - 593,578

  • Ad Clicks - 1,113

  • CPC - $1.91

  • CTR - 0.188%

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Phase III

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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.

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dr richard besser

Pediatrician and President/CEO of the Robert Wood Johnson Foundation 

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dr gerald harmon

President-elect of the American Medical Association

AMA successes

558

Upvotes

89%

Upvote Percentage

240

Comments

8

Awards

Reddit post click metrics

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2,243 Website Sessions

171,979 All-Platforms Average

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2,226 FAQ Views

4,641 All-Platforms Average

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0:17 Average Session Duration

0:19 All-Platforms Average

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0.03% FAQ Conversion Rate

1.3 % All-Platforms Average

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1.8 Pages Viewed Per Session

1.9 All-Platforms Average

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Although the COVID-19 Vaccine Education campaign was still fairly new when Llama Lead Gen team was onboarded, I think it’s fair to say that we have had fantastic success with this campaign. The campaign has far and away exceeded expectations. To date, the campaign has generated $3.68M in spend, 497.7M impressions, 148.7M users reached, and 732.4K sessions to the website.

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Rasheia Harris

Digital Media Director @ Ad Council

Are you ready to take your digital marketing campaigns to new heights?

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