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.

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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

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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 Visitors

$7.43

Cost Per Site Session

0:17

Session Duration

Campaign highlights 

CPM: $4.56

Lowest across all channels

VTR: 0.77%

Highest across all channels

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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.

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Kira Federer

Director of Business Marketing @ Reddit

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

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

Upvotes

76%

Upvote Percentage

2175

Comments

9

Awards

Highlights from the Megathread

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The team at Llama Lead Gen is flexible and provided results quickly. The team was communicative and organized throughout the process.

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Felicia Carmichael

Director of Media, Social and Emerging @ Ad Council

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

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

Do you have revenue goals to meet? Launching a new product? 

Do you lack the bandwidth to develop a holistic marketing strategy on your own? 

The Llama Lead Gen team is a team of experienced marketing professionals in everything from lead generation, SEO, marketing automation strategy, and everything in between. Connect with our team and let us help you achieve your marketing goals.

Get an in-depth look at our strategy for Ad Council for each of these channels:

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