Reddit turns 1 and launches its first marketing campaign via R/GA Australia – Campaign Briefing
To celebrate thriving local communities on Reddit, he unveiled his brand new brand marketing campaign, “Find your people” in Australia – his first for the region, developed by R/GA Australia.
It’s already been 12 months since Reddit expanded into Australia, home to its fourth-largest user base. To mark the moment, Reddit is launching its first Australian consumer brand campaign, Find your people, which draws inspiration from Reddit’s more than 100,000 active communities.
Featuring the creation of R/GA Australia as well as Initiative-led media strategy and buying, “Find your people” will reach Australian audiences through the region’s first-ever national outdoor, digital and audio advertising campaign that reflects the diversity and unquestionably the diversity of Reddit. unique communities across Australia. The national campaign draws attention to special and distinctive interests shared by Australians, in communities such as r/magpies and r/australia, and will appear in out-of-home placements in major cities including Sydney, Melbourne, Brisbane and Perth. as well as on radio, podcasts and digital channels nationwide.
According to Claire Waring, Executive Creative Director, R/GA Australia: “People naturally want to connect with others who share similar interests and pursue their dreams and that has only intensified in a world post-COVID. Reddit is a unique platform that brings together people of all ages and walks of life. This human wealth creates a wide range of intelligent, hilarious and heartwarming content that inspired this campaign.
With Reddit’s local team having tripled in size over the past year, it has dedicated resources to its product, sales, marketing, policy, engineering, and community teams. They drive user growth and engagement while providing greater exposure to amazing local sub-reddits that Australian Reddit users can join.
Said David Ray, Market Director, Reddit: “Sparks fly when Australians engage in communities, where their common interests and experiences are seen, understood and celebrated with other Reddit users. Over the past year, we’ve deliberately created community, belonging, and empowerment for Reddit users and brands. We’re excited to launch our first-ever branded campaign in the region that speaks to Australians and highlights even more communities they can dive into on Reddit,”
Global brands like Dell and Xbox ANZ join domestic Australian brands like neobank, Up, Finder.com.au and Coles Supermarkets among our advertisers activating unique and compelling campaigns to reach Reddit’s growing audience in Australia.
The Australian Football League has partnered with Reddit to become the first sports league in the world to create custom AFL-themed Reddit avatars, allowing fans to proudly showcase their football colors on Reddit throughout the season. 2022 Men’s AFL season. Over 700,000 users around the world have saved AFL-themed content to their Reddit Avatar profiles, enabling them to create their own Avatar profile featuring their favorite AFL club’s Guernseys .
As for Australian digital bank Up, they wanted to increase awareness of their banking products among the Gen Z audience. 51% month-over-month increase in ad-driven conversions through a combination of four front-page takeovers and promoted posts.
According to Seb Neylan, Growth Marketing at Up, “Reddit caught our attention; we knew we wanted to accelerate peaks in visibility (particularly among young Australians), to support our ‘always on’ business. Reddit gave much better access to niche communities of people who were highly knowledgeable or joined to learn more about our industry, resulting in half a million unique contacts each time.
“Reddit provides a platform for businesses to engage and connect with consumers in authentic ways, and we look forward to working with them to connect with customers who want to learn more about Dell. . Congratulations on celebrating the first year in Australia.
Australia’s communities are a hub for cultural conversations, with r/australia among the most popular in the region, accompanied by half a million Reddit users dedicated to their city at r/melbourne. Diehard sports fans at r/AFL saw a 53% increase in year-over-year subscribers, while finance fanatics at r/fiaustralia saw a 73% increase the number of subscribers from one year to the next.
Australian Reddit users have been highly engaged in election discourse during the 2022 Australian Federal Election in May. They actively participated in AMA conversations with the Australian Election Commission on the voting process and participated in more than 40 AMAs with political party candidates in subreddits such as r/AustralianPolitics, activity in the community that has grown over 200% in the last year.
Local Reddit users have also embraced connection and collaboration, claiming participation in global efforts like r/place, where Australia was one of the top 10 countries in one of the biggest digital art in the world.
The last 12 months have been an incredible reflection of Australians generating great content and conversations on the platform. As we look to the future, we are excited to accelerate momentum with partner brands and foster more community moments in Australia. Happy Cake Day Australia, here are many more.
To learn more about local advertising opportunities, contact us here.
CAMPAIGN NAME: Find your contacts
AGENCY: R/GA Australia
GROUP ACCOUNT MANAGER: Katie Morgan
SENIOR ACCOUNT MANAGER: Matilda Lundy
LEAD PRODUCER: Sebastian Leat
CHIEF STRATEGY: Scott McKinnon
EXECUTIVE CREATIVE DIRECTOR: Claire Waring
ASSOCIATE CREATIVE DIRECTOR: Pete Mountford
ASSOCIATE CREATIVE DIRECTOR: Ben Newman
CREATIVE DESIGN DIRECTOR: Jess Tainsh
EXECUTIVE PRODUCER: Chris Smyth
EXECUTIVE CONTENT PRODUCER: Kyle Belcher
VISUAL & MOTION DESIGNER: Maya Murray
AUSTRALIAN MARKET DIRECTOR: David Ray
HEAD OF BRAND CREATION: Tavish MacLellan
SENIOR CREATIVE MANAGER: Chris Potts
COMMUNITY RELATIONS, AUSTRALIA: Theodora Chan
DIRECTOR OF STRATEGY: Chris Colter
STRATEGIC DIRECTOR: Camille Gray
COMMUNICATIONS DESIGN MANAGER: Ryan Haeusler
DIRECTOR OF PARTNERSHIPS: Julian Monty
PR – THRIVE PR & COMMUNICATIONS