Excedrin x Reddit

tl;dr

In collaboration with Reddit’s KarmaLab, Excedrin optimized creative copy and videos to align with Reddit best practices. These efforts led to highly successful campaign performance as the campaign exceeded competitor, third-party, and Reddit internal benchmarks.

Excedrin took advantage of the substantial amount of pain management conversations happening on Reddit daily, and centered their post creative around creating community for Redditor’s who experience migraines.

Excedrin was able to highlight the overwhelming volume of true brand advocates that exist on Reddit by keeping comments open, and using an enticing engagement prompt. Redditors flocked to the comments to relay their own success using Excedrin as well as their general migraine experiences.

‍

+5.9pp

Increase in Brand Favorability

+5.3pp

Increase in Purchase Intent

+9.5pp

Increase in Ad Awareness

47%

Higher engagement rate v. Reddit benchmarks

Sources:

Christina Kimble

VP Director, Paid Social

Publicis Media

“With the combination of conversation ads and engagement prompts, we were able to spark various conversations with our audience around Excedrin giving them a platform to express their personal migraine experiences. We were able to tap into audiences with interests such as College Education, Career Planning, Personal Finance, Beauty, Art & Design. Overall, it was a very successful campaign!"