REDDIT: PEOPLE ARE THE BEST | BRAND + CREATIVE STRATEGY
The internet is full of content. Reddit is full of people.
People with mainstream interests. People with niche obsessions. People who crack jokes. People who share real lived experience. People who are there for the love of the game.
People who aren’t there to get paid or famous. People who won’t try to sell you something. People who aren’t bots.
Reddit is the most human place on the internet. Because it’s filled with real people. And real people are the best.
To break away from the perception that Reddit was only filled with incels and toxic internet trolls, we highlighted three macrocommunities—showing and celebrating how Reddit is filled with good people with broad and niche interests alike. Communities within the Beauty, Soccer (or fútbol for those who use celcius), and entertainment/TV are all filled with unique, interesting, and passionate fans who love to share their thoughts, opinions, and love for their subreddits.
We even got the approval of hardcore Redditors themselves, which in my opinion, is the most important succcess metric of them all.
Except for this guy... 😔
It was a career honor and dream project to help launch Reddit’s first-ever US brand platform. More to [hopefully] come in the near future. Much love to Reddit. Much love to people.
PRESS:
The Drum: Ad of the Day: Reddit goes all in on people with first campaign from new CMO
Breaking & Entering Media: Live from BETC [Interview with Christina Kothari: Global Head of Consumer Marketing, Reddit]
Inc.: Reddit Wants 1 Billion Users. Its New Ad Campaign Reveals How It Plans to Get There
Little Black Book: Reddit Says 'People Are the Best' in First Ever US Brand Campaign
Ad Age: Reddit’s new campaign is an ode to people-powered expertise
Campaign: Reddit launches People are the Best campaign to showcase the power of fandom
Marketing Dive: Sociable: Reddit launches ‘People are the Best’ campaign
Trendhunter: Humorous Opinionated Platform Spots
DesignRush: Reddit Says Its Chaos Is the Internet's Most Human Corner
PPC Land: Reddit gains first US brand campaign with Mischief as Jim Squires takes helm
MediaCat: Reddit sells itself as the human internet
Social Media Today: Reddit launches ‘People are the Best’ campaign
Famous Campaigns: Reddit campaign makes the case for real people in a fake internet
Storyboard18: Reddit spotlights human connection in new ‘People Are The Best’ brand campaign
MediaPost: Reddit Campaign Shouts Out Its Greatest Assets
BMI: Reddit launches 'People Are The Best' campaign celebrating authentic human conversations
+ many more
AGENCY:
Mischief @ No Fixed Address