Reddit Urges You to ‘Find Your People’ in First-Ever US TV Campaign

Following an award-winning 2021, Reddit and R/GA have partnered once again to today launch 'Find your people' in the US and Canada. As Reddit’s latest marketing campaign – and first-ever US national TV buy – 'Find your people' draws its inspiration from Reddit’s 100,000+ communities, showcasing the amazing things that can happen when passionate people come together around things they care about.

This campaign launched immediately following this year’s Cannes Lions International Festival of Creativity, where 'Find your people' was initially unveiled to attendees via out-of-home advertisements and featured throughout Reddit’s Explorer’s Club – a custom-built clubhouse for all festival goers. Last week, Reddit’s clubhouse hosted over 1,500 Cannes visitors, inviting them to dive into the platform’s most passionate communities and find their people. After an exciting and immersive first look at 'Find your people' at Cannes, Reddit is thrilled to bring this creative home to North America.

Beyond Cannes, the past year has brought incredible momentum to Reddit’s platform and underlying business. From the re-launch of r/place to announcing its Community Funds program and celebrating Reddit’s first 12 months in Canada, Reddit continues to activate the passion and engagement of its users to drive real world action. As a result, the platform saw a 42% increase in brand relevance in the US, and a 38% increase in brand relevance in Canada in 2021.

As a Canadian continuation of “Find your people,” Reddit is also partnering with Live Nation Canada to build on Canada’s passion for music and its rich music communities by bringing 'Reddit House' to the Budweiser Stage in Toronto for the summer concert season. Nodding to the 70% of Canadian Reddit users interested in music, Reddit will curate an IRL experience, through experiential agency Salt XC, for music fans through genre and artist customized digital signage and brand ambassadors to engage with new and current Reddit users and more.

““Find your people” exemplifies the power of community at its core and Canadians feel that sense of belonging when they gather on Reddit to converse across shared interests and topics that speak to their experiences and individuality,” said Reddit Market Director, RJ Pauloski. “We’re excited to now highlight these communities across Toronto, Ottawa, Vancouver and Calgary over the coming months.”

“As real-life moments continue to highlight our shared need for understanding and belonging, 'Find your people' showcases Reddit’s communities as spaces for everyone to connect and gain honest perspectives from real people with similar interests,” said Reddit CMO Roxy Young. “We’re thrilled to once again reach new and existing Reddit users on national television while placing the value of Reddit front and center: being able to show up as your authentic self, without needing to share your name, gender, appearance, age and so on, is what keeps our platform authentic and unique.”

The campaign is live today in the US and in the following months will span across national TV, Connected TV, digital video platforms, paid social and out-of-home. With Canadian media strategy and buying via cairns oneil and creative execution via JAW Advertising, in Canada you can find “Find your people,” across digital out-of-home, high-impact digital media, and IRL activations.

“Reddit is a place where you can find communities of people deeply passionate about just about anything – from stocks to socks, there is a community to get involved in and be a part of,” noted Bryan Gregg, VP, executive creative director, R/GA. “For this campaign we talked a lot about how sometimes the people closest to us do not always ‘get’ us, but Reddit is a place where you can truly ‘find your people’ – a place to express our passions, share our insecurities, learn from each other or just connect about what we’re into. This work shows the vibrant place that Reddit is and the people and topics that make it that way.”