Industry leaders reveal the marketing power of word-of-mouth in Reddit’s new B2B campaign

In ‘The Reddit Recommendation Engine,’ marketers from leading holding companies discuss how the platform’s genuine user recommendations hold unique marketing value in a landscape dominated by curated content and paid endorsements.

In an era where influencer culture and celebrity endorsements reign supreme, Reddit has a new decree: authenticity is the true ruler of marketing.

Enter ‘The Reddit Recommendation Engine,’ a fresh B2B marketing campaign from the internet’s front page aimed at highlighting the unmatched power of genuine user endorsements.

Reddit has always been the go-to place for candid conversations and unfiltered opinions. Now, three months after going public on the New York Stock Exchange, the company is demonstrating to advertisers, marketers and consumers the real power of recommendations from real people.

At the heart of The Reddit Recommendation Engine is a four-minute hero video featuring leaders from top holding companies, including Dentsu, IPG Mediabrands, GroupM and Choreograph. These industry heavyweights – Cara Lewis, Maureen Bosetti, JiYoung Kim, Amanda Grant and Clive Record – explore questions like “What makes Reddit recommendations so powerful?” and “What’s your favorite Reddit community?” They share firsthand stories about seeking advice on Reddit and offer valuable tips on how other marketers can leverage the platform to drive business growth.

What sets this campaign apart is its unscripted nature. The commentary from these industry leaders is entirely their own, offering genuine and unfiltered endorsements for the purchasing power of Reddit communities.

“As marketers, we spend a lot of time talking about the value of our product or brand, but like anything, nothing beats the power of a third-party endorsement,” Reddit’s head of agency development, Alex Underwood, tells The Drum.

“Recommendations on Reddit are different; they are associated with trust, quality and purchase action. We wanted a new way to bring this message to the market. Enlisting the real and unfiltered viewpoints of these highly regarded industry leaders not only adds credibility to our message; it reinforces Reddit’s increasing role in the marketing mix.”

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Each of the speakers was selected from holding companies with which Reddit has strong partnerships. This was important to the Reddit B2B marketing team because the brand sought “people with a true understanding of [its] platform from a personal and professional perspective,” Underwood explains.

He adds that the campaign is a “testament to [Reddit’s] holding company relationships, which have continued to expand and strengthen into what we can now proudly call true partnerships, critical to the ongoing growth of [its] ads business.”

The campaign marks an extension of the ‘Reddit Recommends’ initiative, which Reddit launched in the fourth quarter of 2023 to showcase the value of recommendations on Reddit for advertisers and marketers. This latest endeavor is the first time Reddit has enlisted third-party representatives to speak on behalf of Reddit for a campaign.

Reddit worked with RPM on the campaign’s production and overall creative identity, but everything else – including concept creation, script and direction – was done in-house by its B2B marketing team.

The hero film will debut across Reddit’s digital marketing channels, including its B2B social media platforms and a direct mail campaign.

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