Reddit is a community of communities, an ever-changing, multi-faceted landscape for discovery and connection, fueling the curiosity of its 500M+ monthly visitors.

As the elimination of third party data tracking looms and the peak of innovation is creating human replacements and AI amalgams, Reddit wanted to show users and advertisers what sets apart – its communities, and the multi-faceted audience of self-selecting users that rally around common interests and passions.

To pressure test this theory, Reddit conducted a global research study into what sets it apart from the table stakes media mix, and the findings were conclusive: Reddit is the #1 platform for community - where anonymity facilitates authenticity and connection is born from conversation.

Knowing Reddit uniquely fulfills all tenets of community – influence, membership, emotional need fulfillment, and shared emotional connection – we set out to demonstrate that users and brands alike can find their people on Reddit.

In 2022, the social media landscape was crowded with multiple platforms attempting to own the concept of “community.” Building on the relaunch of r/place and our Community Funds program, as well as a 42% increase in brand relevance in 2021, we saw an opportunity to clearly differentiate ourselves and define community in a new way for both consumers and advertisers.

“Find Your People” sought to articulate that Reddit’s 100,000+ active communities provide space for people to connect over shared passions in ways they simply can’t anywhere else on the internet. For advertisers, we set out to introduce them to the self-selecting audience of Redditors that was already connecting over topics relevant to their brands and the untapped potential in finding their people on Reddit.

Reddit is unique in that its communities are not connected by individual identities, but through shared interests and passions. People come to Reddit to connect in ways that they might not be able to elsewhere, and with its 100,000+ active communities, there’s bound to be one for any interest that you have.

We identified the human truth that, “sometimes the people we know the least, get us the most.” And Reddit is where you can truly ‘find your people’ – a place to express passions, share insecurities, learn from each other, or just connect about what we’re into. This grounding insight is what makes Reddit’s communities so valuable to its members.

Drawing inspiration from Reddit’s own communities – from r/Cosplay to r/PlantClinic – we brought to life how these unique destinations cater to a wide range of people, their unique passions, and help them find belonging online.

“Find Your People” became a global brand campaign that put people first, connecting both consumers and brands to Reddit communities like never before.

We started with national and connected TV, digital video, and out-of-home across the US, Canada, and Australia - helping people across the world find their people on Reddit. The creative featured our most vibrant communities across a range of interests from r/Socks and r/Stocks to r/Goth and r/Sloths.

Then, Reddit truly came to life, transforming B2B industry events into a global exploration of Reddit communities: first at Cannes Lions 2022, with a surreal adventurer’s clubhouse ripe for discovery, and then at CES 2023, with a colorful house of clairvoyance showcasing how Redditors are shaping the future. Both activations brought the magic of Reddit to advertisers, leaving them with a deeper understanding of how its communities influence and inspire– and how to get involved.

“Find Your People” brought people, communities, and brands together like only Reddit can. The TVC and Out of Home campaign generated over 434 million impressions across markets and drove a +5.5 point growth in Brand Awareness, and +6 point increase in Brand Favorability according to the Cross-Pub Kantar Study On the B2B side, our “Explorer’s Club” experience received an ‘upvote’ average of 93% from all surveyed attendees, hosted 220+ meetings on the ground, and garnered 20+ press mentions over the course of the festival. In Vegas, the Reddit Future Tellers wowed over 500 attendees across meetings, tours, drop ins and happy hours and garnered 20+ press mentions. The experience also boosted brand awareness and education, with 75% of surveyed attendees reporting an increased intent to spend with Reddit in 2023 as a result of their experience.