Universal Pictures x Reddit

tl;dr

Universal/Mediacom briefed Reddit to drive awareness and interest in the cinematic release of Firestarter among our platform’s extensive audience of movie fans.

Initially planning to run standard socially optimized assets, the Firestarter campaign team opted to include platform-specific tweaks after a Copy & Creative Best Practices workshop with Reddit’s KarmaLab. The resulting “Reddit-y” ads were—ahem—fire, driving considerable upticks in VCR, CPM, and CPC.

‍

89%

Increase in VCR

28%

More efficient CPM

33%

More efficient CPC

Sources:

Reddit Internal

Seyi Fatusin

Senior Paid Social Director, MediaCom

Seyi Fatusin

"Reddit allowed us to reach an audience that aligned with the Firestarter film—users we’d typically be unable to engage with through other social platforms. This incremental impact meant we could speak more authentically to our gaming audience which we’ve found tended to index highly with horror titles. Additionally, Reddit provided a strong view-through rate which ultimately gave us an indication of how interested our audience was in the film. Beyond this, working with the KarmaLab team helped us better understand how to communicate with Redditors, and for future campaigns feel much more confident leaning on them for creative advice—ways to make our existing assets work for the unique Reddit audience."