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Making ads 'Reddit-y': Universal Pictures creates compelling built-for-Reddit ads for Firestarter
89%
Increase in VCR
28%
More efficient CPM
33%
More efficient CPC
Universal/Mediacom briefed Reddit to drive awareness and interest in the cinematic release of Firestarter among our platform’s extensive audience of movie fans.
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Background
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.
Strategy
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.
Outcome
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.
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