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.
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 I
Brand awareness campaigns with a focus on parents and rural audiences.
April - May, 2021
6 Campaigns
10 Ad Groups
30 Ads
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
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
Phase I
Back to Family - English
-
Amount Spent - $908
-
Impressions - 246,789
-
Ad Clicks - 436
-
CPC - $2.08
-
CTR - 0.21%
Phase II
Conservative - Protect Others
-
Amount Spent - $2,078
-
Impressions - 593,578
-
Ad Clicks - 1,113
-
CPC - $1.91
-
CTR - 0.188%
Phase III
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
Reddit post click metrics
2,243 Website Sessions
171,979 All-Platforms Average
2,226 FAQ Views
4,641 All-Platforms Average
0:17 Average Session Duration
0:19 All-Platforms Average
0.03% FAQ Conversion Rate
1.3 % All-Platforms Average
1.8 Pages Viewed Per Session
1.9 All-Platforms Average
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.
Rasheia Harris
Digital Media Director @ Ad Council
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