Find your people
Location
Australia
Agency
2019
Year
R/GA
A national brand campaign celebrating Reddit's unique communities and launching the platform's first Australian consumer advertising.
BRIEF/
Australia had grown to become Reddit’s fourth-largest user base but lacked brand awareness outside its existing communities. How do you introduce a platform known for niche internet culture to mainstream Australian audiences without losing the authenticity that makes Reddit special?
INSIGHT/
In a post-covid world, people craved connection more than ever. Australians were seeking deeper connections around shared obsessions, but mainstream social media felt performative and superficial.
Spending time in existing communities we realised that the platform’s strength wasn’t the technology; it was it’s humanity.
SOLUTION
Working with R/GA California we created a campaign that celebrated the beautiful specificity of Reddit's communities. Rather than trying to explain what Reddit was, we showed what it felt like in Australia, that joy of finding others who totally get your thing.
The integrated campaign spanned out-of-home, digital, radio, and podcast channels, ensuring we reached people wherever they were having their own private obsessions. We celebrating everything from the beloved chaos of Australian magpies to hyper-specific price of lettuce (which skyrocketed at the time) and local obsessions that were a smile in the mind to those in the know.
My favourite piece, our bus shelter execution connected commuters directly into niche communities via QR codes.
We took advantage of time spent waiting for transport to port people into niche conversations like r/SuggestMeABook, r/AskAnAustralian or r/DamnThatsInteresting
RESULTS/
Cultural Impact: The campaign launched during a year when Australian Reddit users were highly engaged, with r/AFL seeing 53% year-over-year growth and r/fiaustralia growing 73%. The timing was perfect—we caught Australia at peak community-building mode.
Brand Recognition: The campaign successfully positioned Reddit not as another social media platform, but as the place where Australian communities were already thriving. We highlighted how local users had embraced everything from election discourse to sporting fanaticism, proving that Reddit was already part of the Australian cultural conversation.
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.
Roxy Young
REDDIT CMO
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