By Kendra Barnett, Associate Editor

June 27, 2022 | 3 min read

The launch of Reddit’s ‘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 Reddit’s 100,000-plus communities.

“As real-life moments continue to highlight our shared need for understanding and belonging, ‘Find your people’ showcases Reddit’s communities as spaces for everyone to connect and gain honest perspectives from real people with similar interests,” said Reddit’s chief marketing officer Roxy Young in a statement shared with The Drum. “We’re 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.”

The campaign was teased last week at the Cannes Lions International Festival of Creativity via out-of-home placements and inside Reddit’s Explorer’s 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 campaign’s 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 Reddit’s market director RJ Pauloski in a statement. “We’re excited to now highlight these communities across Toronto, Ottawa Vancouver and Calgary over the coming months.”

Reddit ad in NYC

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 Reddit’s 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 (it’s 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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