Back Market x Reddit


In working with Reddit’s KarmaLab, BackMarket experimented with headline copy and ad creative that was highly topical, authentic, and Reddit-friendly.

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. 

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Increased CTR vs. brand campaign goals and Reddit benchmarks


Conversation Placements outperformed the brand’s CTR goal significantly.


KarmaLab’s “F**kInflation” creatives increased CTR vs. brand’s campaign goals.

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Méryl Teste

Lead Media Planner

Back Market

“With the success of our last campaign, Reddit is now, for us, the new media to consider. The fact that we can target a specific audience, engaged with their passions & interests, with such freedom on the ads is a real plus to help us drive traffic.”
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