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
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 :)
Kira Federer
Director of Business Marketing @ Reddit
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
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.
Felicia Carmichael
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.
