In this campaign, BackMarket expressed an openness to creative testing. First, they implemented selective geotargeting to only target Redditors of a certain locale: in this case, New York City. In doing so, they reported both higher CTR and better CPC than internal benchmarks.
Second, in collaboration with KarmaLab, they delivered eye-catching headlines that delivered significant lift in brand awareness. By tapping into humor and cultural references, they were able to prove that headlines really do matter on Reddit.
These efforts led to significant campaign performance, measured in an 87% higher CTR than Back Market campaign goals & Reddit benchmarks.