Armed with goals of gaining more monthly users, Pinterest leveraged the interest and community targeting capabilities on Reddit to reach the audiences they needed.
Reddit and KarmaLab ran creative sessions with Pinterest, and their agency, Mediahub to ideate and develop a campaign that would drive a big impact, which they measured with Reddit Brand Lift.
Pinterest aimed for a disruptive, and engaging campaign, driven by a bespoke engagement prompt. The Pinterest EMEA handle interacted directly with redditors, doling out recipe links and even some gold. The campaign resonated with targeted Reddit communities, leading to above average impact across metrics.
To understand the brand impact of the campaign, Pinterest commissioned a Reddit Brand Lift study. This analysis, compared control (unexposed) responses to test (exposed) audiences, and measured the influence on key brand metrics.
The campaign on Reddit led to increases across all metrics, particularly for several targeted interest groups. The campaign resonated strongly with members of the Fashion & Style community, with exposure influencing lift across measures like Brand Awareness, Favorability and Action Intent.
Insights from the Reddit Brand Lift research also highlighted an observed influence among adjacent audiences, which identified potential opportunities for future campaign targeting.