Reddit: Superb owl

Social network, Reddit, turned a moment of hype into sustainable growth for the brand with its Super Bowl spot in the US.

Objectives

The marketing goal for Reddit was to legitimize the brand, enhance user growth and thereby unlock ad revenue, but first we needed to break through with brand metrics that garner awareness, shift consumer behavior and advance overall brand health, sparked by driving people to visit Reddit more often, increasing DAU. Data indicated most people didn't have a strong opinion of Reddit, therefore improving brand health would mean increasing Brand Familiarity and Brand Perception.

This would achieve sales success via increases in ad revenue and investment dollars. Excitement, earned credibility and user growth would attract eyes and wallet share of...

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