Mediaboss Marketing

The launch of Reddits Find your people campaign comes during a moment of major growth for the platform.

Social networking platform Reddit today launched its first TV consumer marketing campaign since its 2021 Super Bowl spot, Superb Owl made waves.

The new effort, dubbed Find your people, was created in tandem with R/GA. Its central message? Everyone can discover a sense of belonging and connect with like-minded folks among Reddits 100,000-plus communities.

As real-life moments continue to highlight our shared need for understanding and belonging, Find your people showcases Reddits communities as spaces for everyone to connect and gain honest perspectives from real people with similar interests, said Reddits chief marketing officer Roxy Young in a statement shared with The Drum. Were thrilled to reach new and existing Reddit users on national television while placing the value of Reddit front and center: being able to show up as your authentic self, without needing to share your name, gender, appearance, age and so on, is what keeps our platform authentic and unique.

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The campaign was teased last week at the Cannes Lions International Festival of Creativity via out-of-home placements and inside Reddits Explorers Club a pop-up clubhouse for festival attendees. Following the sneak-peaks at Cannes, Find your people launches today across the US and Canada markets.

As part of the campaigns activation in Canada, Reddit has teamed up with Live Nation Canada to celebrate of the 70% of Canadian Redditors who are interested in music, per recent data from audience insights firm GWI. The two organizations are teaming with experiential agency Salt XC to create Reddit House, a special seasonal experience at Toronto concert venue Budweiser Stage. Reddit House will be staffed by IRL brand ambassadors and will feature customized digital signs designed to engage concert-goers in fun, interactive ways.

Find your people exemplifies the power of community at its core, and Canadians feel that sense of belonging when they gather on Reddit to converse across shared interests and topics that speak to their experiences and individuality, said Reddits market director RJ Pauloski in a statement. Were excited to now highlight these communities across Toronto, Ottawa Vancouver and Calgary over the coming months.

The new campaign includes national TV, connected TV, digital, social, out-of-home and experiential activations. It will run throughout the summer.

The launch adds to Reddits growing momentum. According to proprietary data, the platform has. over the last year, seen a 42% lift in brand relevance in the US and a 38% lift in Canada (its been just over a year since the platform expanded into the US northern neighbor). In April, it launched the Community Funds program, which finances social impact-focused projects catalyzed within Reddit communities.

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Reddit Champions Belonging In Multinational 'find Your People' Campaign - The Drum