ad council Covid Marketing Campaign

Reddit Marketing Case Study

Discover how Llama Lead Gen developed a duel strategy of traditional Reddit ads and utilized professional Ask Me Anything (AMAs) and Megathread forums to inform and educate vaccine-hesitant audiences about the COVID-19 vaccine 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 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 visitors

2,813

FAQ CLICKS

$7.43

Cost Per Site Session

1.64

Average Pages Visited

0:17

Average Session Duration

Read Case Study

Campaign highlights

CPM: $4.56

Lowest across all channels

VTR: 0.77%

Highest across all channels

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

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

Awards

Highlights from Dr. Besser's AMA

Highlights from Dr. Harmon's AMA

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