Reddit started 2020 with the intention of launching its first ever marketing campaign to legitimize the brand in the eyes of consumers, but amidst a global pandemic, civil unrest and looming Presidential Election, priorities shifted. While politics dominated nearly every facet of Americans’ lives, trivial things received a vast number of votes on Reddit, which could’ve made a significant impact in real life.

We used the act of voting as a conduit to help current and potential users understand the positive impact of Reddit’s communities. OOH featured creative comparing Reddit upvotes to close local elections in NYC, Chicago, LA and Houston — demonstrating that if people can vote on a cat-bee meme on Reddit, they can vote in an election.

To build message frequency and brand association, we geofenced the billboards and retargeted them on mobile, while contextually targeted digital units reached users as they consumed news and political content.

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