The Place to Go When You Want to Know
We helped Reddit build on their recent success at Cannes ‘22 and CES ’23, creating Reddit Recommends: the third iteration of Find Your People brand promise.
The result was incredible: this playful experience blew clients away, became one of the most talked about events, and was covered by press as one of the stand out activations at Cannes this year.
How we got there
Before Cannes 2023, our agency had helped Reddit burst onto the scene with brand activations at Cannes 2022 with an Explorer’s Club and CES with a Future-Tellers activation, which brought home Event Marketer's Grand Ex, one of the biggest awards in experiential marketing. Each was an evolution on the last, so as Cannes 2023 was on the horizon, our challenge was to find a new articulation of the Reddit’s “Find Your People” promise.
Since this was the third built iteration of that promise, the challenge to tell a new the brand story was sky high. Add to that, the story needed to reflect Reddit's growth as a business while breaking down the platform's core value proposition for marketers still unfamiliar with how Reddit actually works. Anchoring the activation in a simple truth “Reddit is the place you go when you want to know” led us to an narrative-driven experience that stood out.
Ultimately, we smashed all of Reddit's metrics with positive increases in every category year over year! There was a 400% increase in onsite meetings vs in 2022, which was a key goal for Reddit going into the activation.