Reddit is launching KarmaLab, its first in-house creative strategy agency dedicated to setting brands up for long-term success on the platform.
With KarmaLab, Reddit is committed to providing industry-leading creative solutions, inspiration, and insights to help our partners build and sustain a meaningful presence among Reddit’s 52 million daily active users.
KarmaLab, led by Reddit’s former Head of Creative Strategy, Will Cady, is a team of best-in-class creative and strategic minds — those who know the ins and outs of Reddit and are backed by media, marketing, and ad industry experience that make them uniquely positioned to guide and collaborate with brands as they find their home on Reddit and in culture.
As a full-service creative strategy agency, KarmaLab’s offering includes social listening and trends reports, step-by-step community management, creative workshops, bespoke 360 campaign development, and everything else needed to deliver campaigns that resonate with and add value to Reddit users. It basically is the best way for brands to take full advantage of Reddit as a platform.
“Recent months have demonstrated more than ever the impact and influence of Reddit’s passionate communities in the cultural zeitgeist. There is amazing potential and opportunities for brands to be part of the internet’s most relevant and authentic conversations, but with more than 100,000 communities on Reddit, some wonder where to start — this is where KarmaLab comes in,” says Global Director of Reddit’s KarmaLab, Will Cady. “Our mission is to help every brand discover how to contribute authentically, meaningfully and effectively to the communities that matter most to them and their audiences — we turn curiosity into understanding, and signals into strategies.”
Setting Brands Up for Success on Reddit
KarmaLab’s services are available to all of Reddit’s partners via a scaled offering dependent on campaign objective and need, with the in-house agency already servicing a diverse range of clients.
Affordable meal kit delivery service EveryPlate worked with KarmaLab in April to build custom creative for their promoted posts targeting communities like r/eatcheapandhealthy and r/budgetfood to ensure the tone and language resonated with the audience. Similarly, when Samsung set out to explain the benefits of 5G, the brand worked with KarmaLab to empower Reddit’s r/explainlikeimfive community to have them explain 5G in a simple, relatable, and compelling way. Hundreds of responses later, Samsung and KarmaLab turned the responses into ads and promoted them across Reddit to help educate the wider community.
When Snickers wanted to more deeply engage with Reddit’s audience and “power up” their Promoted Posts, the brand worked with KarmaLab who hosted a creative workshop to develop a media strategy and visuals that evoked the themes of nostalgia and enjoyment in gaming with fun nods to the audiences’ favorite games.
“The gaming audience on Reddit is pretty remarkable and we wanted to reach these fans with our campaign in a way that felt natural to the community and would ultimately drive reach and contextual alignment for Snickers.” said Mars Wrigley North America Head of Social Media & Digital Content, Michael Italia. “We worked closely with the KarmaLab team to develop a series of custom gamer-centric creative and copy — targeting communities like r/gaming, r/overwatch, and r/xbox — that put the Snickers-spin on some of their favorite games in a way that landed with the highly engaged audience. The creative allowed Snickers to exist within the culture of the communities’ conversations in a very authentic, relevant way.”
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