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.
Brand awareness campaigns with a focus on parents and rural audiences.
April - May, 2021
10 Ad Groups
Audiences from Phase I were expanded and we launched and managed an Ask Me Anything (AMA) on Reddit.
May - August, 2021
24 Ad Groups
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
6 Ad Groups
1 AMA and 1 Megathread
Cost Per Site Session
Average Pages Visited
Average Session Duration
Lowest across all channels
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 :)
Director of Business Marketing @ Reddit
Back to Family - English
Amount Spent - $908
Impressions - 246,789
Ad Clicks - 436
CPC - $2.08
CTR - 0.21%
Conservative - Protect Others
Amount Spent - $2,078
Impressions - 593,578
Ad Clicks - 1,113
CPC - $1.91
CTR - 0.188%
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 (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
Highlights from Dr. Besser's AMA
Highlights from Dr. Harmon's AMA
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.