2023-04-26-Reddit-2023年母亲节朋友圈报告_16页_12mb

Mother's Day Campaign on Reddit Summary

Core Content

Reddit serves as a unique platform for brands to engage with a diverse range of Mother's Day-related conversations. It offers a space for both emotional support and practical advice, making it an ideal platform for marketing campaigns targeting mothers and those involved in the motherhood journey.

Key Audiences

• Moms: 1-in-5 US Reddit users are moms, indicating a significant presence of this demographic.
• Gift Buyers: 1-in-2 US Reddit users purchase gifts for family or friends on Mother's Day, showing a strong engagement with gift-giving topics.
• Engaged Users: A subset of Reddit users who have interacted with brand content are prime candidates for retargeting efforts.

Main Campaign Strategy

Reddit provides a unique opportunity for brands to reach audiences that are not easily found elsewhere. The Mother's Day campaign strategy is divided into three phases:

1. Pre-Mother's Day: Build Awareness

• Timeframe: 5/7 - 5/13
• Objective: Increase brand awareness as conversations about Mother's Day begin to ramp up.
• Recommended Ad Products: Targeted Impact + Targeted Media
• Recommended Auction Bid Types: CPV (for video views), CPM (for reach)
• Recommended Targeting: Interest Group Targeting (Life Advice, Parenting)

2. Mother's Day: Make an Impact

• Timeframe: 5/14
• Objective: Capitalize on the peak of Mother's Day discussions.
• Recommended Ad Products: Mother's Day High Impact Package (including Category Takeover, Promoted Post, Video, and Carousel)
• Recommended Auction Bid Types: CPV, CPM
• Recommended Targeting: Interest Group Targeting (Life Advice, Parenting), Reddit Engagement Retargeting

3. Post-Mother's Day: Drive Action

• Timeframe: 5/14 - 5/18
• Objective: Retarget engaged users and drive conversions.
• Recommended Ad Products: Targeted Media (Promoted Post, Carousel)
• Recommended Auction Bid Types: CPC (for conversions)
• Recommended Targeting: Interest Group Targeting (Life Advice, Parenting, Humor), Reddit Engagement Retargeting, Customer List Targeting, Pixel Retargeting

Key Insights

• Unfiltered Discussions: Reddit hosts unfiltered and authentic conversations about motherhood, including struggles and humorous appreciation posts.
• Engagement Trends: There is a +36% YoY increase in discussions around parenthood struggles, showing a growing need for emotional support.
• Audience Reach: Over 63M monthly ads addressable visitors and 3B monthly views demonstrate the platform's scale and growth.
• Conversation Timing: Mother's Day conversations begin to pick up a week before the holiday, peak on the day, and continue for a few days after.

Creative Thought Starters

• The Mom-To-Be: Engage with a prompt that collects tips from Reddit moms, then compile the best into a promoted carousel.
• Call Your Mom Takeover: Use a simple text post to remind Redditors to call their moms, offering a helpful and non-commercial message.
• The Mother's Day Carousel: Showcase gift ideas through a promoted carousel, helping users make the right choice for their moms.

Conclusion

Reddit offers brands a powerful opportunity to connect with mothers and those involved in the motherhood journey. By leveraging its unique community dynamics and timing of conversations, brands can create impactful and emotionally resonant Mother's Day campaigns that build awareness, make an impact, and drive action.