Tap into a new channel for your clients without a need for an organic presence with little lift. These Reddit advertising agency resources will help you take a client’s campaign to new heights.
Whether you need to move the needle on brand awareness or sales, a Reddit ad campaign can help. Get inspired by examples from agency and brand duos that have already been successful.
Reach passionate communities
Build brand awareness for your clients by reaching new people in passionate communities with Reddit marketing that shows off your visual appeal, like Belvedere. Their agency, otago Online Consulting, drove considerable traffic to their NFT project for Gustav Klimt’s “The Kiss.”
73%
Lower CPM vs. competitors during prospecting phase
36%
Of all traffic came from Reddit during display phase
Discover Financial Services partnered with dentsu, x/360i, TBWA, Chiat, Day, and their Reddit team to craft ads that didn’t sound like just any social media ad. They optimized their tone for Reddit to drive traffic to their website.
111%
Higher overall CTR
36%
Higher mobile CTR
277%
Lower CPC
Drive action for your client’s business
H&M and their media agency, UM, came to Reddit looking to develop long-term trust and to position themselves as an inspiring and progressive brand. They saw their Holiday campaign as an optimal time to get in front of Redditors and it was a smashing success.
No Reddit marketing agency can effectively run a Reddit ad campaign without the right tools to tell a story. Reddit is different from any other social media platform—we’ve got unique ad formats alongside tried and true formats you’ve seen elsewhere.
Look, you don’t want to sign up for an oat drink newsletter and I don’t want to sell you on the idea but a writer’s gotta do what a writer’s gotta do. I hope you understand.
Welcome to ‘The adidas 4DFWD AMA.’ We’re a team of international tech, running and 3D printing experts behind 4DFWD, adidas’ most innovative performance running shoe yet. Ask us anything about our areas of expertise. We’ll be taking questions from 10am to 11am PST. AMA!
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84
105
Comments
u/
Loveswine
Promoted
How long was this technology in research? What's the anticipated lifespan? How do you keep it clean/free of debris?
u/
adidas
Promoted
adidas has been gathering data from the best athletes for 70 years and millions of data points. We have been using 3D printing for a long time in our prototyping processes. The first 3D printed shoe we have ever made was given to athletes during the Rio Olympics in 2016. adidas 4DFWD was created with one goal in mind – to take the next step in the development of data-driven 3D printed running performance shoes that unlocks unique capabilities and gives athletes the ultimate running experience. In partnership with Carbon, adidas has developed 4D lattice midsole technology since 2017, combined with years of athlete data and Carbon’s Digital Light Synthesis technology, to produce precision tuned 3D printed midsoles. Born from this process, the 4DFWD ‘bow-tie’ lattice midsole was identified from one of five million new possible lattice structures to add a new dimension of benefits for runners. The lifespan of the 4DFWD is not specified. Our running shoes all require the testing standards when it comes to durability and performance. As for cleaning, we’ve actually just launched a guide to help you do just that: https://www.adidas.com/us/blog/737916-how-to-clean-adidas-4dfwd-running-shoes tl;dr: Cool wash in the washing machine should work well! -CH
u/
Oregontrees745
Promoted
Is the printed material a currently used compound in other industry cases or has it been specifically developed for this product? What other materials were looked at and why was this one chosen?
u/
RancidCloyster
Promoted
Are these shoes designed purely for vanity or are there particular stability features that, for instance, offer pronatory support?
Hey Reddit, a few days ago we revealed the MINI Aceman x Pokémon concept car at gamescom - and guess what: We plan a small series production! So, who’s your favorite Pokémon and what Pokémon inspired MINI or accessories would you want to see next? Catch some Reddit Gold with the very best answers!
[MEGATHREAD] Hey Reddit! This is Oatly. We’ve sent out two issues of our newsletter. As far as we can tell, this qualifies us as experts on the subject.
TL;DR An oat drink company offers advice on something it knows little about.
At Oatly, we’re in the business of making oat drinks but you may know us better as publishers of the Spam by Oatly newsletter. As we reflect back on the rich publishing journey that began a month and a half ago, we remain grateful for all the helpful advice we were given by newsletter experts in those early days when others knew more than we did. So we wanted to pass on to you the most valuable lessons before we forget them. You’re probably going to want to write these down.
CAPTION: The people at Reddit said we should add captions
We realized early on that when people subscribe to Spam by Oatly, they don’t want an oat drink newsletter. What they really want is a friend. So while we could’ve chosen to open our newsletter with the standard greeting of “Dear Subscriber” we instead addressed everyone as “FIRSTNAME LASTNAME.” This level of personalization helped fuel what we assume will soon be a vibrant, dedicated community – one whose warmth will be felt through the ethernet cables that keep us all connected.
A lot of people focus on making their newsletter personal and completely bypass the “global multimedia advertising campaign” part. Don’t make that mistake – both parts are equally important! We announced the launch of Spam by Oatly via a billboard in New York City’s Times Square. Of course, you don’t have to follow the exact same playbook. You can also consider spreading word about your newsletter by running a :60 TV spot on a major sports championship, becoming the title sponsor of an internationally-recognized cultural institution, or signing a top celebrity to be your spokesperson. The key is to reach tens of millions of potential subscribers. HOW you do it is completely up to you!
CAPTION: Would these billboards make more sense with a caption? According to the Reddit people, yes.
The big question on the minds of people who publish newsletters is, where can you find all these potential subscribers? Well, think of it this way: How many people can you fit in a room? Now, how many people can you fit outside? Exactly. At Oatly, we have a saying: “Outside is the best side!” It’s not a very popular saying, but still. The point is, if you’re looking for a lot of people, remember: Go outside!
Did you get this far in the thread, or did the animated ads stop you? Hah – we are just kidding! If you had stopped, you wouldn’t be able to read this right now. Keep in mind that as you select a leading global media network to distribute your newsletter campaign internationally, you should inquire about media spaces that include animation like we did with these subway ads. By including motion into our message, we made an oat drink newsletter sound as interesting as something else that is also interesting!
CAPTION: One of the headlines we had for a billboard on top of a tall building was, “From up here, you all look like ants.” It was rejected not because it had nothing to do with oat drinks or newsletters, but because no one thought it was funny except the person who wrote it and in hindsight, they were right.
OK, so now you know your audience is outside. But do you know what they’re DOING outside? They’re moving around! Why not assure your multidisciplinary 360º campaign moves with them? You can, by dominating every possible surface of a bus depot or train station. And where there’s no surfaces, you can just create new ones like we did. We used train station lobby displays so people could taste our product – the oat drink, of course, not the newsletter! Haha
When people are not outside, you can often find them inside – and probably on their phones. So be sure that your extensive media plan also includes a healthy social media spend. Our plan included the usual social media channels like Facebook and Instagram. But we also wanted to be “cutting edge” so we created a post for an up-and-coming app called “Tick Tock.” Sure, newsletters are a competitive business that needs to be taken seriously. But it’s also ok to let loose and have some fun as long as it’s just one post on a social media network no one has heard of.
CAPTION: This caption goes with the photo above, which is in reference to the text below. If you’re able to follow along, you deserve a prize. Maybe an oat drink newsletter?
People who may be interested in your newsletter could be anywhere in the world, so which cities’ citizens should you put under the spell of your marketing wizardry? Maybe the better question to ask is, which cities do you want to visit? After all, you’re going to want to travel to the places where your campaign is running just to “make sure it looks ok.” For us, that meant visiting places like London, Berlin, Stockholm, New York, Amsterdam, Helsinki and Copenhagen. In hindsight, we would’ve looked for potential subscribers who lived in warmer locations. Maybe near a beach.
CAPTION: A backstory: We spammed all the computers of our coworkers without warning because if there was a warning, it wouldn’t be called spam. One of our coworkers, a talent recruiter, was in the middle of a very important interview with someone when we took over her screen. If that was you who was being interviewed, we’re sorry about that and we hope you got the job.
It’s easy to think big but be sure to think small as well, by not forgetting your internal audience – the people you work with. Do you have a big office? Why not take over all the screens in every conference room to encourage sign ups? Better yet, talk to your IT department about wiping away the family photos and other personal images that your coworkers use for their computer backgrounds and fill it with ads about your newsletter instead! Due to their excitement and not because they feel pressured at all, your coworkers will make up a significant percentage of your subscriber base at the beginning. This might also be true two months after launching.
BIG TYPE: “Reddit asked us to select part of the text they could make bigger and we asked, ‘Does it need to be text from the story or can we just make something up?’ and they just looked at us.”
Finally, add some pizazz to your worldwide launch with the addition of a sign spinner – like the kind you see in front of car washes. But bear this in mind: Sign spinners are no substitute for a seven-figure marketing investment! They’re a nice-to-have. (Want proof of their limited effectiveness? When’s the last time you got your car washed? Precisely.)
CAPTION: NOTE TO SELF: Need one more caption
To summarize, the two most important lessons about newsletters we’ve learned from the launch of Spam by Oatly are:
Lesson #1: Make it personal!
Lesson #2: Support your newsletter launch with a global multimedia advertising campaign
You might think we’re crazy to give away all our hard-earned industry knowledge about newsletters. But we don’t mind sharing our secret recipe for success. It’s all about building each other up, growing the pie, raising the tide for all boats, and probably some other idioms we can’t think of right now. Good luck!
TL;DR An oat drink company offers advice on something it knows little about.
At Oatly, we’re in the business of making oat drinks but you may know us better as publishers of the Spam by Oatly newsletter. As we reflect back on the rich publishing journey that began a month and a half ago, we remain grateful for all the helpful advice we were given by newsletter experts in those early days when others knew more than we did. So we wanted to pass on to you the most valuable lessons before we forget them. You’re probably going to want to write these down.
CAPTION: The people at Reddit said we should add captions
We realized early on that when people subscribe to Spam by Oatly, they don’t want an oat drink newsletter. What they really want is a friend. So while we could’ve chosen to open our newsletter with the standard greeting of “Dear Subscriber” we instead addressed everyone as “FIRSTNAME LASTNAME.” This level of personalization helped fuel what we assume will soon be a vibrant, dedicated community – one whose warmth will be felt through the ethernet cables that keep us all connected.
A lot of people focus on making their newsletter personal and completely bypass the “global multimedia advertising campaign” part. Don’t make that mistake – both parts are equally important! We announced the launch of Spam by Oatly via a billboard in New York City’s Times Square. Of course, you don’t have to follow the exact same playbook. You can also consider spreading word about your newsletter by running a :60 TV spot on a major sports championship, becoming the title sponsor of an internationally-recognized cultural institution, or signing a top celebrity to be your spokesperson. The key is to reach tens of millions of potential subscribers. HOW you do it is completely up to you!
CAPTION: Would these billboards make more sense with a caption? According to the Reddit people, yes.
The big question on the minds of people who publish newsletters is, where can you find all these potential subscribers? Well, think of it this way: How many people can you fit in a room? Now, how many people can you fit outside? Exactly. At Oatly, we have a saying: “Outside is the best side!” It’s not a very popular saying, but still. The point is, if you’re looking for a lot of people, remember: Go outside!
Did you get this far in the thread, or did the animated ads stop you? Hah – we are just kidding! If you had stopped, you wouldn’t be able to read this right now. Keep in mind that as you select a leading global media network to distribute your newsletter campaign internationally, you should inquire about media spaces that include animation like we did with these subway ads. By including motion into our message, we made an oat drink newsletter sound as interesting as something else that is also interesting!
CAPTION: One of the headlines we had for a billboard on top of a tall building was, “From up here, you all look like ants.” It was rejected not because it had nothing to do with oat drinks or newsletters, but because no one thought it was funny except the person who wrote it and in hindsight, they were right.
OK, so now you know your audience is outside. But do you know what they’re DOING outside? They’re moving around! Why not assure your multidisciplinary 360º campaign moves with them? You can, by dominating every possible surface of a bus depot or train station. And where there’s no surfaces, you can just create new ones like we did. We used train station lobby displays so people could taste our product – the oat drink, of course, not the newsletter! Haha
When people are not outside, you can often find them inside – and probably on their phones. So be sure that your extensive media plan also includes a healthy social media spend. Our plan included the usual social media channels like Facebook and Instagram. But we also wanted to be “cutting edge” so we created a post for an up-and-coming app called “Tick Tock.” Sure, newsletters are a competitive business that needs to be taken seriously. But it’s also ok to let loose and have some fun as long as it’s just one post on a social media network no one has heard of.
CAPTION: This caption goes with the photo above, which is in reference to the text below. If you’re able to follow along, you deserve a prize. Maybe an oat drink newsletter?
People who may be interested in your newsletter could be anywhere in the world, so which cities’ citizens should you put under the spell of your marketing wizardry? Maybe the better question to ask is, which cities do you want to visit? After all, you’re going to want to travel to the places where your campaign is running just to “make sure it looks ok.” For us, that meant visiting places like London, Berlin, Stockholm, New York, Amsterdam, Helsinki and Copenhagen. In hindsight, we would’ve looked for potential subscribers who lived in warmer locations. Maybe near a beach.
CAPTION: A backstory: We spammed all the computers of our coworkers without warning because if there was a warning, it wouldn’t be called spam. One of our coworkers, a talent recruiter, was in the middle of a very important interview with someone when we took over her screen. If that was you who was being interviewed, we’re sorry about that and we hope you got the job.
It’s easy to think big but be sure to think small as well, by not forgetting your internal audience – the people you work with. Do you have a big office? Why not take over all the screens in every conference room to encourage sign ups? Better yet, talk to your IT department about wiping away the family photos and other personal images that your coworkers use for their computer backgrounds and fill it with ads about your newsletter instead! Due to their excitement and not because they feel pressured at all, your coworkers will make up a significant percentage of your subscriber base at the beginning. This might also be true two months after launching.
BIG TYPE: “Reddit asked us to select part of the text they could make bigger and we asked, ‘Does it need to be text from the story or can we just make something up?’ and they just looked at us.”
Finally, add some pizazz to your worldwide launch with the addition of a sign spinner – like the kind you see in front of car washes. But bear this in mind: Sign spinners are no substitute for a seven-figure marketing investment! They’re a nice-to-have. (Want proof of their limited effectiveness? When’s the last time you got your car washed? Precisely.)
CAPTION: NOTE TO SELF: Need one more caption
To summarize, the two most important lessons about newsletters we’ve learned from the launch of Spam by Oatly are:
Lesson #1: Make it personal!
Lesson #2: Support your newsletter launch with a global multimedia advertising campaign
You might think we’re crazy to give away all our hard-earned industry knowledge about newsletters. But we don’t mind sharing our secret recipe for success. It’s all about building each other up, growing the pie, raising the tide for all boats, and probably some other idioms we can’t think of right now. Good luck!
Looks like a post, performs like an ad. You can use promoted posts like you can on any other social media site. Reddit marketing agency PHD partnered with Reddit’s KarmaLab for a creative campaign promoting Oatly’s Oat Milk newsletter.
Look, you don’t want to sign up for an oat drink newsletter and I don’t want to sell you on the idea but a writer’s gotta do what a writer’s gotta do. I hope you understand.
With promoted posts, just use text, or tell stories with visual elements like images and videos.
Marketing agency ComboStrike brought the storied video game franchise Total War to Reddit to drive excitement and awareness for the latest installment, Total War: Warhammer 3.
Reddit’s high impact takeover products reach a range of audiences across several different placements, including the front page, trending topics, categories, or all of the above in a full Reddit takeover
Each is valuable in certain scenarios. For example, category takeover is an efficiently priced way to contextually align with relevant subreddits at a key moment for your brand. Agency Nomadic used a combination of Reddit’s High Impact Takeovers, gaming Category Takeovers and Trending Takeovers to launch CAPCOM’s Resident Evil Village. They reached their target Reddit user in gaming communities across the platform.
Trending Today
Yep, you’re reading this right. Join Finder’s Bitcoin Drop Party and get free Bitcoin on us. HODL on.
AMAs, short for “Ask Me Anything,” are a long held Reddit tradition. Showcase your expertise using experts with a unique perspective; invite the larger Reddit community to ask them questions. Agency Mediacom and adidas paired an expert-led AMA with thoughtfully timed Promoted Videos.
Welcome to ‘The adidas 4DFWD AMA.’ We’re a team of international tech, running and 3D printing experts behind 4DFWD, adidas’ most innovative performance running shoe yet. Ask us anything about our areas of expertise. We’ll be taking questions from 10am to 11am PST. AMA!
Scroll for more
84
105
Comments
u/
Loveswine
Promoted
How long was this technology in research? What's the anticipated lifespan? How do you keep it clean/free of debris?
u/
adidas
Promoted
adidas has been gathering data from the best athletes for 70 years and millions of data points. We have been using 3D printing for a long time in our prototyping processes. The first 3D printed shoe we have ever made was given to athletes during the Rio Olympics in 2016. adidas 4DFWD was created with one goal in mind – to take the next step in the development of data-driven 3D printed running performance shoes that unlocks unique capabilities and gives athletes the ultimate running experience. In partnership with Carbon, adidas has developed 4D lattice midsole technology since 2017, combined with years of athlete data and Carbon’s Digital Light Synthesis technology, to produce precision tuned 3D printed midsoles. Born from this process, the 4DFWD ‘bow-tie’ lattice midsole was identified from one of five million new possible lattice structures to add a new dimension of benefits for runners. The lifespan of the 4DFWD is not specified. Our running shoes all require the testing standards when it comes to durability and performance. As for cleaning, we’ve actually just launched a guide to help you do just that: https://www.adidas.com/us/blog/737916-how-to-clean-adidas-4dfwd-running-shoes tl;dr: Cool wash in the washing machine should work well! -CH
u/
Oregontrees745
Promoted
Is the printed material a currently used compound in other industry cases or has it been specifically developed for this product? What other materials were looked at and why was this one chosen?
u/
RancidCloyster
Promoted
Are these shoes designed purely for vanity or are there particular stability features that, for instance, offer pronatory support?
Engagement prompts aren’t that complicated–they’re promoted posts that allow comments. Use them to allow brands to pose relevant questions and learn from redditors in communities dedicated to particular topics. MINI used them to ask Reddit to design a Pokémon themed car.
Hey Reddit, a few days ago we revealed the MINI Aceman x Pokémon concept car at gamescom - and guess what: We plan a small series production! So, who’s your favorite Pokémon and what Pokémon inspired MINI or accessories would you want to see next? Catch some Reddit Gold with the very best answers!
Megathreads tap into redditors desire for information–not to aimlessly scroll. This unique ad format allows you to share much more than may be effective on other ad platforms. Oatly used a Megathread to start a provocative conversation about oat milk.
[MEGATHREAD] Hey Reddit! This is Oatly. We’ve sent out two issues of our newsletter. As far as we can tell, this qualifies us as experts on the subject.
TL;DR An oat drink company offers advice on something it knows little about.
At Oatly, we’re in the business of making oat drinks but you may know us better as publishers of the Spam by Oatly newsletter. As we reflect back on the rich publishing journey that began a month and a half ago, we remain grateful for all the helpful advice we were given by newsletter experts in those early days when others knew more than we did. So we wanted to pass on to you the most valuable lessons before we forget them. You’re probably going to want to write these down.
CAPTION: The people at Reddit said we should add captions
We realized early on that when people subscribe to Spam by Oatly, they don’t want an oat drink newsletter. What they really want is a friend. So while we could’ve chosen to open our newsletter with the standard greeting of “Dear Subscriber” we instead addressed everyone as “FIRSTNAME LASTNAME.” This level of personalization helped fuel what we assume will soon be a vibrant, dedicated community – one whose warmth will be felt through the ethernet cables that keep us all connected.
A lot of people focus on making their newsletter personal and completely bypass the “global multimedia advertising campaign” part. Don’t make that mistake – both parts are equally important! We announced the launch of Spam by Oatly via a billboard in New York City’s Times Square. Of course, you don’t have to follow the exact same playbook. You can also consider spreading word about your newsletter by running a :60 TV spot on a major sports championship, becoming the title sponsor of an internationally-recognized cultural institution, or signing a top celebrity to be your spokesperson. The key is to reach tens of millions of potential subscribers. HOW you do it is completely up to you!
CAPTION: Would these billboards make more sense with a caption? According to the Reddit people, yes.
The big question on the minds of people who publish newsletters is, where can you find all these potential subscribers? Well, think of it this way: How many people can you fit in a room? Now, how many people can you fit outside? Exactly. At Oatly, we have a saying: “Outside is the best side!” It’s not a very popular saying, but still. The point is, if you’re looking for a lot of people, remember: Go outside!
Did you get this far in the thread, or did the animated ads stop you? Hah – we are just kidding! If you had stopped, you wouldn’t be able to read this right now. Keep in mind that as you select a leading global media network to distribute your newsletter campaign internationally, you should inquire about media spaces that include animation like we did with these subway ads. By including motion into our message, we made an oat drink newsletter sound as interesting as something else that is also interesting!
CAPTION: One of the headlines we had for a billboard on top of a tall building was, “From up here, you all look like ants.” It was rejected not because it had nothing to do with oat drinks or newsletters, but because no one thought it was funny except the person who wrote it and in hindsight, they were right.
OK, so now you know your audience is outside. But do you know what they’re DOING outside? They’re moving around! Why not assure your multidisciplinary 360º campaign moves with them? You can, by dominating every possible surface of a bus depot or train station. And where there’s no surfaces, you can just create new ones like we did. We used train station lobby displays so people could taste our product – the oat drink, of course, not the newsletter! Haha
When people are not outside, you can often find them inside – and probably on their phones. So be sure that your extensive media plan also includes a healthy social media spend. Our plan included the usual social media channels like Facebook and Instagram. But we also wanted to be “cutting edge” so we created a post for an up-and-coming app called “Tick Tock.” Sure, newsletters are a competitive business that needs to be taken seriously. But it’s also ok to let loose and have some fun as long as it’s just one post on a social media network no one has heard of.
CAPTION: This caption goes with the photo above, which is in reference to the text below. If you’re able to follow along, you deserve a prize. Maybe an oat drink newsletter?
People who may be interested in your newsletter could be anywhere in the world, so which cities’ citizens should you put under the spell of your marketing wizardry? Maybe the better question to ask is, which cities do you want to visit? After all, you’re going to want to travel to the places where your campaign is running just to “make sure it looks ok.” For us, that meant visiting places like London, Berlin, Stockholm, New York, Amsterdam, Helsinki and Copenhagen. In hindsight, we would’ve looked for potential subscribers who lived in warmer locations. Maybe near a beach.
CAPTION: A backstory: We spammed all the computers of our coworkers without warning because if there was a warning, it wouldn’t be called spam. One of our coworkers, a talent recruiter, was in the middle of a very important interview with someone when we took over her screen. If that was you who was being interviewed, we’re sorry about that and we hope you got the job.
It’s easy to think big but be sure to think small as well, by not forgetting your internal audience – the people you work with. Do you have a big office? Why not take over all the screens in every conference room to encourage sign ups? Better yet, talk to your IT department about wiping away the family photos and other personal images that your coworkers use for their computer backgrounds and fill it with ads about your newsletter instead! Due to their excitement and not because they feel pressured at all, your coworkers will make up a significant percentage of your subscriber base at the beginning. This might also be true two months after launching.
BIG TYPE: “Reddit asked us to select part of the text they could make bigger and we asked, ‘Does it need to be text from the story or can we just make something up?’ and they just looked at us.”
Finally, add some pizazz to your worldwide launch with the addition of a sign spinner – like the kind you see in front of car washes. But bear this in mind: Sign spinners are no substitute for a seven-figure marketing investment! They’re a nice-to-have. (Want proof of their limited effectiveness? When’s the last time you got your car washed? Precisely.)
CAPTION: NOTE TO SELF: Need one more caption
To summarize, the two most important lessons about newsletters we’ve learned from the launch of Spam by Oatly are:
Lesson #1: Make it personal!
Lesson #2: Support your newsletter launch with a global multimedia advertising campaign
You might think we’re crazy to give away all our hard-earned industry knowledge about newsletters. But we don’t mind sharing our secret recipe for success. It’s all about building each other up, growing the pie, raising the tide for all boats, and probably some other idioms we can’t think of right now. Good luck!
TL;DR An oat drink company offers advice on something it knows little about.
At Oatly, we’re in the business of making oat drinks but you may know us better as publishers of the Spam by Oatly newsletter. As we reflect back on the rich publishing journey that began a month and a half ago, we remain grateful for all the helpful advice we were given by newsletter experts in those early days when others knew more than we did. So we wanted to pass on to you the most valuable lessons before we forget them. You’re probably going to want to write these down.
CAPTION: The people at Reddit said we should add captions
We realized early on that when people subscribe to Spam by Oatly, they don’t want an oat drink newsletter. What they really want is a friend. So while we could’ve chosen to open our newsletter with the standard greeting of “Dear Subscriber” we instead addressed everyone as “FIRSTNAME LASTNAME.” This level of personalization helped fuel what we assume will soon be a vibrant, dedicated community – one whose warmth will be felt through the ethernet cables that keep us all connected.
A lot of people focus on making their newsletter personal and completely bypass the “global multimedia advertising campaign” part. Don’t make that mistake – both parts are equally important! We announced the launch of Spam by Oatly via a billboard in New York City’s Times Square. Of course, you don’t have to follow the exact same playbook. You can also consider spreading word about your newsletter by running a :60 TV spot on a major sports championship, becoming the title sponsor of an internationally-recognized cultural institution, or signing a top celebrity to be your spokesperson. The key is to reach tens of millions of potential subscribers. HOW you do it is completely up to you!
CAPTION: Would these billboards make more sense with a caption? According to the Reddit people, yes.
The big question on the minds of people who publish newsletters is, where can you find all these potential subscribers? Well, think of it this way: How many people can you fit in a room? Now, how many people can you fit outside? Exactly. At Oatly, we have a saying: “Outside is the best side!” It’s not a very popular saying, but still. The point is, if you’re looking for a lot of people, remember: Go outside!
Did you get this far in the thread, or did the animated ads stop you? Hah – we are just kidding! If you had stopped, you wouldn’t be able to read this right now. Keep in mind that as you select a leading global media network to distribute your newsletter campaign internationally, you should inquire about media spaces that include animation like we did with these subway ads. By including motion into our message, we made an oat drink newsletter sound as interesting as something else that is also interesting!
CAPTION: One of the headlines we had for a billboard on top of a tall building was, “From up here, you all look like ants.” It was rejected not because it had nothing to do with oat drinks or newsletters, but because no one thought it was funny except the person who wrote it and in hindsight, they were right.
OK, so now you know your audience is outside. But do you know what they’re DOING outside? They’re moving around! Why not assure your multidisciplinary 360º campaign moves with them? You can, by dominating every possible surface of a bus depot or train station. And where there’s no surfaces, you can just create new ones like we did. We used train station lobby displays so people could taste our product – the oat drink, of course, not the newsletter! Haha
When people are not outside, you can often find them inside – and probably on their phones. So be sure that your extensive media plan also includes a healthy social media spend. Our plan included the usual social media channels like Facebook and Instagram. But we also wanted to be “cutting edge” so we created a post for an up-and-coming app called “Tick Tock.” Sure, newsletters are a competitive business that needs to be taken seriously. But it’s also ok to let loose and have some fun as long as it’s just one post on a social media network no one has heard of.
CAPTION: This caption goes with the photo above, which is in reference to the text below. If you’re able to follow along, you deserve a prize. Maybe an oat drink newsletter?
People who may be interested in your newsletter could be anywhere in the world, so which cities’ citizens should you put under the spell of your marketing wizardry? Maybe the better question to ask is, which cities do you want to visit? After all, you’re going to want to travel to the places where your campaign is running just to “make sure it looks ok.” For us, that meant visiting places like London, Berlin, Stockholm, New York, Amsterdam, Helsinki and Copenhagen. In hindsight, we would’ve looked for potential subscribers who lived in warmer locations. Maybe near a beach.
CAPTION: A backstory: We spammed all the computers of our coworkers without warning because if there was a warning, it wouldn’t be called spam. One of our coworkers, a talent recruiter, was in the middle of a very important interview with someone when we took over her screen. If that was you who was being interviewed, we’re sorry about that and we hope you got the job.
It’s easy to think big but be sure to think small as well, by not forgetting your internal audience – the people you work with. Do you have a big office? Why not take over all the screens in every conference room to encourage sign ups? Better yet, talk to your IT department about wiping away the family photos and other personal images that your coworkers use for their computer backgrounds and fill it with ads about your newsletter instead! Due to their excitement and not because they feel pressured at all, your coworkers will make up a significant percentage of your subscriber base at the beginning. This might also be true two months after launching.
BIG TYPE: “Reddit asked us to select part of the text they could make bigger and we asked, ‘Does it need to be text from the story or can we just make something up?’ and they just looked at us.”
Finally, add some pizazz to your worldwide launch with the addition of a sign spinner – like the kind you see in front of car washes. But bear this in mind: Sign spinners are no substitute for a seven-figure marketing investment! They’re a nice-to-have. (Want proof of their limited effectiveness? When’s the last time you got your car washed? Precisely.)
CAPTION: NOTE TO SELF: Need one more caption
To summarize, the two most important lessons about newsletters we’ve learned from the launch of Spam by Oatly are:
Lesson #1: Make it personal!
Lesson #2: Support your newsletter launch with a global multimedia advertising campaign
You might think we’re crazy to give away all our hard-earned industry knowledge about newsletters. But we don’t mind sharing our secret recipe for success. It’s all about building each other up, growing the pie, raising the tide for all boats, and probably some other idioms we can’t think of right now. Good luck!
Effective social media marketing, both organic and paid, requires taking some safety precautions. There are a lot of layers to Reddit’s brand safety—each of them works to create a safe environment for advertisers.
Platform Moderation
A combination of policy, enforcement practices and dedicated internal teams are responsible for making Reddit a safe social platform for all.
Community Moderation
Each community has dedicated volunteer moderators who establish, moderate and enforce community rules. Redditors can upvote quality content and downvote content that detracts from the convo.
Campaign Moderation
At the campaign level, we offer tools, systems, and products to ensure that ads run in a safe and relevant environment.
Comments On/Off
Negative keyword exclusion
Community exclusion
Various inventory controls
Get your Reddit ads certification
We’ve introduced a series of easy-to-follow online courses to get you started on Reddit with a Fundamentals Certification Exam that will test your knowledge and make it official.
Whether you need help creating your first post or optimizing your campaign for success, Reddit Ads Formula can help you reach your goals and successfully integrate Reddit into your digital marketing strategy. Learn how to build awareness, drive consideration and increase your sales.
Want to take it a bit further? These resources will school you on everything from today’s advertising trends to building the best ad to ensure campaign performance.
![u/OAT-LY - [MEGATHREAD] Hey Reddit! This is Oatly. We’ve sent out two issues of our newsletter. As far as we can tell, this qualifies us as experts on the subject.](https://preview.redd.it/megathread-hey-reddit-this-is-oatly-weve-sent-out-two-v0-2a53bekbibia1.png?width=1329&format=png&auto=webp&s=dc4d09542219684f9c1380b1be53b3520c0af28b)
![u/OAT-LY - [MEGATHREAD] Hey Reddit! This is Oatly. We’ve sent out two issues of our newsletter. As far as we can tell, this qualifies us as experts on the subject.](https://preview.redd.it/megathread-hey-reddit-this-is-oatly-weve-sent-out-two-v0-izl6tbnuibia1.png?width=1329&format=png&auto=webp&s=e503dffd7c31e20137bfc27679cd86ea01caf79c)
![u/OAT-LY - [MEGATHREAD] Hey Reddit! This is Oatly. We’ve sent out two issues of our newsletter. As far as we can tell, this qualifies us as experts on the subject.](https://preview.redd.it/megathread-hey-reddit-this-is-oatly-weve-sent-out-two-v0-7zajdiydjbia1.jpg?width=6000&format=pjpg&auto=webp&s=6b2b4eb0b676f340c69654795b0e8ac7f9a7da05)
![u/OAT-LY - [MEGATHREAD] Hey Reddit! This is Oatly. We’ve sent out two issues of our newsletter. As far as we can tell, this qualifies us as experts on the subject.](https://preview.redd.it/megathread-hey-reddit-this-is-oatly-weve-sent-out-two-v0-lek9416fjbia1.jpg?width=6720&format=pjpg&auto=webp&s=5a7242f808cf9fd2702ba06be85bfa0f730c9f66)
![u/OAT-LY - [MEGATHREAD] Hey Reddit! This is Oatly. We’ve sent out two issues of our newsletter. As far as we can tell, this qualifies us as experts on the subject.](https://preview.redd.it/megathread-hey-reddit-this-is-oatly-weve-sent-out-two-v0-xj6kww5zjbia1.jpg?width=4032&format=pjpg&auto=webp&s=f17c63f94b8d684d698d8565b91dbbfaf3cdcaba)
![u/OAT-LY - [MEGATHREAD] Hey Reddit! This is Oatly. We’ve sent out two issues of our newsletter. As far as we can tell, this qualifies us as experts on the subject.](https://preview.redd.it/megathread-hey-reddit-this-is-oatly-weve-sent-out-two-v0-h625ncgakbia1.jpg?width=6527&format=pjpg&auto=webp&s=e898bc7f8d36804c6a7e5bae61cb753a354c1c98)
![u/OAT-LY - [MEGATHREAD] Hey Reddit! This is Oatly. We’ve sent out two issues of our newsletter. As far as we can tell, this qualifies us as experts on the subject.](https://preview.redd.it/megathread-hey-reddit-this-is-oatly-weve-sent-out-two-v0-x5peixbbkbia1.jpg?width=5001&format=pjpg&auto=webp&s=fbce9aef5da5bbe5e81df058b7f4089d5d422dcb)
