After working with KarmaLab to bring their headlines to the next level, Novo Nordisk deployed their AMA as a promoted post, seeking to target a wide range of audiences. The ad was received positively by the Reddit community, evidenced by significant engagement in the form of upvotes and comments. Novo Nordisk did not utilize any third-party measurement, relying solely on Reddit ad dashboard metrics.
Novo Nordisk's campaign is committed to helping improve the lives of people with obesity by changing how the world sees, prevents and treats obesity. With the support of both Reddit's health communities and passionate feminist and body positivity communities, they are able to host a productive conversation about the relationship between weight management and health.
As opposed to tiptoeing around these sensitive topics, KarmaLab advised Novo Nordisk to fully engage with Reddit’s diverse communities by hosting an AMA and enabling comments. Redditors had an astoundingly positive reception to the campaign which is reflected in the Reddit internal metrics.