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
Campaign highlights
CPM: $4.56
Lowest across all channels
VTR: 0.77%
Highest across all channels
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
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