In recent years, Reddit has emerged as a powerful platform for advertisers seeking to engage highly targeted, passionate communities. Known for its strong user base and diverse subreddits, Reddit offers unique opportunities for brands willing to take the time to understand its culture. While some companies struggle to find their footing, others have cracked the code and executed highly successful ad campaigns on Reddit. Below are several standout examples that illustrate how brands can thrive when they listen, respect, and genuinely connect with Redditors.
1. Audi’s “Think Faster” Campaign
In an ambitious effort to merge live storytelling with user engagement, Audi launched the “Think Faster” campaign in 2018. This event was a live-streamed Q&A series that took place in sports cars speeding around a racetrack. Reddit users from various subreddits such as r/IAmA and r/cars submitted questions for celebrity guests including actresses, athletes, and internet personalities.
The experience was dynamic, leveraging Reddit’s conversational format with branded entertainment. Audi managed not only to emphasize its vehicles’ performance but also to create a participatory event that resonated with the Reddit community. The campaign generated millions of views and thousands of upvotes, showcasing what’s possible when brands meet users on their turf—and on their terms.
2. Spotify’s Year in Review
Spotify’s annual “Year in Review” campaign enjoys a cult following across many platforms, but it has been particularly successful on Reddit. The company took advantage of Reddit’s affinity for personal data narratives by encouraging users to share their year-end listening statistics. Subreddits like r/Spotify, r/music, and even off-topic communities exploded with users posting their top-played songs and favorite genres.
The genius of this campaign lies in its organic growth. Spotify barely ran direct ads—most of the attention came through user-generated content. However, when Spotify did advertise, it tailored copy specifically for Reddit users, using tongue-in-cheek humor and self-awareness that matched the site’s tone. The result? High engagement without heavy-handed promotion.
3. SpaceX Launch Livestream
Elon Musk’s SpaceX not only captured global headlines with its impressive rocket launches, but it also leveraged Reddit’s huge r/space and r/technology communities to build organic hype. Prior to one of its major launches, SpaceX ran promoted posts to highlight the livestream and included an AMA (Ask Me Anything) session with engineers.
Redditors, already passionate about space and science, enthusiastically embraced the campaign. SpaceX earned millions of impressions and sparked extensive discussion about the future of aerospace. More importantly, by authentically engaging with the community, they enhanced their brand credibility among one of Reddit’s most discerning audiences.
4. Snickers’ “You’re Not You When You’re Hungry” Extension
Snickers adapted its long-running tagline for the Reddit crowd with a clever twist. Instead of repurposing TV commercials, the candy brand developed custom Reddit content styled after common user-generated posts. They launched a spoof AMA, claiming they’d forgotten they were a brand because they were hungry.
Using humor and self-deprecation, Snickers resonated with Reddit’s irreverent culture. The campaign included promoted posts across subreddits like r/funny and r/todayilearned, leading to thousands of comments and high engagement metrics. Snickers didn’t just promote a product—they joined in on the jokes, and Reddit appreciated it.
5. Netflix’s “Stranger Things” Tease
Netflix has frequently embraced Reddit to tease new releases, and the platform played a pivotal role in the buzz leading up to Stranger Things Season 3. By engaging subreddits such as r/StrangerThings and r/television, Netflix posted cryptic clues, behind-the-scenes content, and Easter eggs that encouraged fan theories and speculation.
The campaign culminated in a live countdown post and branded flairs that fans could apply to their usernames. Netflix’s community-driven approach transformed the show’s return into a participatory event, making fans feel like co-conspirators rather than passive viewers.
Key Takeaways
These examples illustrate several essential principles for running a successful Reddit ad campaign:
- Speak the language: Understand Reddit’s unique culture and tone before posting.
- Utilize subreddits: Don’t treat Reddit as a monolithic platform—target specific communities.
- Prioritize authenticity: Redditors are quick to spot insincerity, so genuine engagement wins.
- Leverage user participation: Campaigns that invite organic interaction often perform best.
With careful planning and thoughtful execution, brands can not only advertise on Reddit—they can authentically connect and thrive in one of the internet’s most engaged social spaces.
