CEO, Movement Strategy - A Social-Centric Marketing Agency | Shorty Awards Agency of the Year | I talk about social-centric marketing from my perspective of building a social agency before social media marketing was cool
Reddit is a sleeping giant. It's the third-largest website on the planet, yet most brands are afraid to advertise on it. Why? Because we were trained to be. ”Don’t piss off the Reddit community," they warn, "or they'll come for you!" 😱 Which is kind of ironic. Especially when you consider that Reddit is what most great social media marketers turn to for insights and inspiration. And because of that, Reddit can be an incredibly powerful tool if you approach it with respect and thoughtful engagement. And that's exactly what we did when Netflix tasked us with launching the reboot of Unsolved Mysteries. Thanks to following communities on Reddit, we knew that the show's appeal lay in the opportunity for viewers to play armchair detectives. So we created the Unsolved Mysteries Case Files, a custom Google Drive folder filled with exclusive investigative reports and cutting-room floor footage that didn't make it into the episodes. Then we shared it on Reddit. 🚨 The response was overwhelming. Thousands of upvotes, millions of views, and a flood of tips from engaged fans. Our goal was to make Unsolved Mysteries a top show on Netflix, and we succeeded. But the real magic happened off-screen. Through our initiative, fans submitted over 4,000 tips about active investigations. One hundred fifty of those tips were credible enough to be forwarded to law enforcement. 🚨 And one even led to an arrest. 🚨 That's the power of respecting and engaging with the Reddit community. By treating them as partners in the mystery-solving process, we not only drove massive awareness for the show but also helped crack real-world cases. Want to make a big deal about something on social media? Don’t ignore Reddit. The reason why you're afraid of Reddit is the same reason why you should use it.
Will Cady
1mo
I remember this campaign well. Among the many elements of it that I loved, what struck me the most was the use of Google Drive as the core creative asset. Extremely clever and expansive thinking about what media types can be leveraged for a creative campaign. Video? Image? Text? Try file storage!
Ashley Grotewold
1mo
My thoughts on Reddit advertising - they're going to come for us anyways so might as well try and create some additional brand awareness or get some lead generation out of it! We recently started testing our paid strategy on Reddit and we've been surprised by some of the initial data! It's definitely a tactic to keep in your arsenal when it suits the strategy.
Charlotte Selles
1mo
Jason Mitchell Brilliant. The entire gaming, AI and so many more communities are not just eyeballs on Reddit but actively engaged. It will have its growing pains. Community management (who decides what is right or wrong), more and more advertising. But yes, sleeping giant.
Dale Johnson
1mo
Really nice touch to make it a Google drive link. Fits so natively with what you would see on the platform vs. driving to a promo website and losing that authenticity. Great campaign all around, y'all crushed this one.
Love this! Great way to organically engage this community and NOT shove marketing down redditors throats. Treat Reddit like any platform and use it in a natural way. This was it. 👏👏
Love this. Great example of engaging with true-crime fans by giving them the keys to actually solve mysteries is genius. I'm sure the fan love was off the charts for this one 👏 Brands, don't sleep on Reddit!
David Chait
1mo
I always wanted to do more with footage that gets cut. This is a genius play.
Oh this is fantastic - Reddit is such a treasure trove for audience listening and sentiment / interest discovery 🙌
George Tabah
1mo
That's smart research, Jason Mitchell, but for me working with Reddit's UI always feels like dumpster diving for lunch.
Just a mom with a LinkedIn account
1moWhere is the save button?!