UK Department for Transport x Reddit

tl;dr

The UK Government’s Department for Transport wanted to spread the word about standard petrol’s change to E10 as quickly and broadly as possible. By targeting the Reddit communities and interest groups most relevant to the switch announcement, they accomplished exactly that. Auto enthusiasts were particularly engaged with the E10 campaign, hitting an impressive 3.3x higher CTR than benchmark.

116%

Higher CTR than Reddit UK benchmarks

61%

Lower eCPC than Reddit UK benchmarks

14%

Lower eCPM than Reddit UK benchmarks

Sources:

Kanyin Sanusi

Senior Campaign Manager, UK Department for Transport

Kanyin Sanusi

"We saw the opportunity to reach petrol vehicle owners to communicate important changes to the availability of petrol in the UK. Working with Reddit we were able to generate incremental reach on an otherwise difficult to engage audience group. "