The latest brand to dive into Reddit advertising is the K-beauty brand Laneige. As part of a full-funnel multi-platform campaign, Laneige used promoted posts and videos across multiple Subreddits including r/skincareaddiction (2.2m members) and r/AsianBeauty (1.9m members). While it wasn't possible to set targeting parameters like age or gender, Laneige was interested in promoting brand awareness, purchase consideration and intent.
And they succeeded - the brand saw a 50% higher click-through rate than Reddit’s beauty vertical benchmark and a 42% higher video completion rate than Reddit’s beauty vertical benchmark for six-second videos.
“We knew the beauty communities on Reddit are so strong, and that they have a strong affinity toward beauty and skin care,” said Shrija Pandya, Sr. Manager of Growth & Performance Marketing. “From a media perspective, we were trying to understand what we could do that was new and innovative and how we could build upon the channels where we have untapped new audiences.”
Though Reddit itself was viewed as an upper-funnel marketing tactic, Laneige did see that it could drive people further down the funnel, said Pandya. That included sending significant traffic to the brand’s website, she said, though she declined to share how much. Pandya described Laneige’s advertising messaging as fun and approachable, with an “in case you missed it” tone of voice. Laneige’s CPM for the campaign was 22% more efficient than Reddit’s beauty vertical benchmark.
“There’s space for Reddit to be an always-on strategy for us going forward,” said Pandya.
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