Reddit is a community of communities, an ever-changing, multi-faceted landscape lush for discovery and connection, fueling the curiosity of its 500M+ monthly visitors. As the elimination of third-party data tracking looms and the peak of innovation is creating human replacements and AI amalgams, Reddit wanted to definitively show advertisers what sets it apart – its communities, and the multi-faceted audience of self-selecting users that rally around common interests and passions.
To pressure test this theory, Reddit conducted a global research study into what sets it apart from the table stakes media mix, and the findings were conclusive: Reddit is the #1 platform for community - where anonymity facilitates authenticity and connection is born from conversation.
Knowing Reddit uniquely fulfills all tenets of community – influence, membership, emotional need fulfillment, and shared emotional connection – we set out to demonstrate that users and brands alike can find their people on Reddit. Building on the success of Reddit’s global “Find Your People” television and out-of-home campaign, we eyed global industry tentpole events as the ideal stage to share our message to advertising's biggest players.
As a sponsor of Cannes Lions, Reddit debuted the Reddit Explorers Club– a surreal adventurer’s clubhouse dedicated to helping brands navigate the limitless terrain of Reddit. From charting their course through culture to exploring the depths of untapped communities, intrepid marketers left with unique tools and takeaways to connect with their people through Reddit.
Reddit showed up six months later at the Consumer Electronics Showcase (CES), meeting the culture of prediction head-on and showing how Reddit can build their brand’s future, today. The experience highlighted how Reddit users are “Future Tellers” in their own right – rallying around trends before they hit the mainstream and helping shape the future in tangible ways through authentic conversation and connection.
Our Explorers Club experience overwhelmingly surpassed every KPI set by the Reddit business marketing team, definitively demonstrating the power of Reddit Communities to a new audience of potential advertisers. With many guests saying that “Reddit won Cannes this year,” the experience received an ‘upvote’ average of 93% from all surveyed attendees, hosted 220+ meetings on the ground, and garnered 20+ press mentions over the course of the festival.
In Vegas, the Reddit Future Tellers wowed CES attendees by creating a unique and welcoming oasis outside the conference floor bustle. The space saw over 500 attendees across meetings, tours, drop-ins and happy hours and garnered 20+ press mentions. The experience also boosted brand awareness and education, with 75% of surveyed attendees reporting an increased intent to spend with Reddit in 2023 as a result of their experience.
