Through previous campaigns, Back Market identified a strategic alignment on Reddit with their core target audiences: students and parents. With Reddit’s partnership, Back Market was able to reach an engaged audience who directly aligned with their products.
In this campaign, Back Market wanted to highlight that purchasing "reborn" devices can reduce impact on the environment, and save money, too.
KarmaLab lent a creative approach that blended humor, relatability, and environmental consciousness in their conversational campaign. Back Market communicated its message to students in search of budget-friendly technology, and their parents, in an environment where they are already engaged and receptive.
In order to measure the brand impact of their campaign, Back Market employed a Reddit Brand Lift study. On the heels of impactful partnership with Reddit, Back Market wanted to better understand how their media was influencing key brand metrics.
Back Market's strategic approach influenced lift in several metrics, including awareness and favorability. The campaign’s impact on metrics like Brand Favorability, which can be difficult to move, demonstrate a nuanced understanding of the distinct characteristics of their audience.
By aligning with specific interests and communities, Back Market reached their core audiences in a relevant, engaging, and effective way. The targeting reflects a well-thought-out and sophisticated ad strategy.