Inaugural Australian consumer brand campaign
To mark a year since Reddit expanded into Australia - the fourth-largest user base for the platform – the company has rolled out its inaugural Australian consumer brand campaign, Find your people, which draws its inspiration from Reddit’s 100,000+ active communities.
Featuring creative by R/GA Australia as well as media strategy and buying led by Initiative, Find your people will reach Australian audiences through the region’s first national out-of-home, digital and audio campaign that reflects Reddit’s diverse and unique communities across Australia.
The national campaign draws attention to the special and distinctive interests shared among Australians, in communities such as r/magpies and r/australia, and will appear across out-of-home placements in major cities including Sydney, Melbourne, Brisbane, and Perth as well as on radio, podcast and digital channels throughout the country.
Claire Waring, executive creative director of R/GA Australia, said: “People naturally want to connect with others who share similar interests and champion their dreams and this has only intensified in a post-COVID world.
“Reddit is a unique platform that unites people of all ages and backgrounds. This wealth of humanity creates a huge range of intelligent, hilarious, and heart-warming content that has been the inspiration for this campaign.”
David Ray, market director of Australia for Reddit, said: “The sparks fly when Aussies engage in communities, where their shared interests and experiences are seen, understood, and celebrated with other Reddit users.
“We’re excited to launch our first-ever brand campaign in the region that speaks to Australians and highlights even more communities for them to dive into on Reddit."
Campaign Credits:
Client: Reddit
Campaign Name : Find your people
Agency: R/GA Australia
Group account director: Katie Morgan
Senior account director: Matilda Lundy
Senior producer: Sebastian Leat
Senior strategist: Scott McKinnon
Executive creative director: Claire Waring
Associate creative director: Pete Mountford
Associate creative director: Ben Newman
Creative design director: Jess Tainsh
Exective director: Chris Smyth
Exectuve content producer: Kyle Belcher
Visual motion designer: Maya Murray
Client-Reddit
Australia Marketing director: David Ray
Head of brand creative: Tavish MacLellan
Senior creative lead: Chris Potts
Community relations Australia: Theodora Chan
Media agency: Initiative
Chief strategy officer: Chris Colter
Strategy director: Camille Gray
Head of communications design: Ryan Haeusler
Partnership director: Julian Monty
