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
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.
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.
Highlights from the Megathread
The team at Llama Lead Gen is flexible and provided results quickly. The team was communicative and organized throughout the process.
Director of Media, Social and Emerging @ Ad Council
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
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.