The social network Reddit has launched “People are the best”, its first major brand campaign. Created together with the creative agency Mischief, it focuses on human connection to highlight the real, unfiltered and spontaneous conversations that give life to the communities on its platform.
Compared to other digital spaces in which artifice and presumption reign, Reddit seeks to strategically differentiate itself by highlighting the authenticity of the experiences and opinions that real people share on their social network. As the company expresses in a statement, the campaign is a celebration of the millions of people who connect every day to turn the platform into the vibrant community it is today.
“People are the best” celebrates the irreverent, fun and authentically human experience of Reddit by focusing on three different thematic areas, beauty, television and football, which is embodied in three different ads, but with the same narrative structure and visual approach.
The first of them pays tribute to the beauty “experts” of Reddit and brings to life, from humor and irony, the field work of consumers to find the best product, honest reviews of new items or makeup tips from ordinary people.
In another piece, Reddit targets entertainment lovers, showing users analyzing every script, speculating on plot twists, or offering recommendations on the next great series to watch.
The platform also dedicates a spot to football fans, showing the narrations of the matches in real time or the detailed tactical analysis of the plays. Reddit’s intention is to expose how the exchange of ideas and opinions, always chaotic and authentic, is what sets Reddit apart. The campaign also seeks to be a reminder that, in the face of technology, the human spark is irreplaceable.
As the company points out, the campaign is a tribute to the thousands of users who connect daily to maintain humanity on the internet. “Reddit has always been distinguished by the openness, depth, and personality found in its communities.“said Jim Squires, Director of Marketing at Reddit. “At a time when people are craving something more authentic online, there’s no better place to find it than in a Reddit thread“.
The creative concept behind the campaign, as shared by the agency, is based on the human connection that arises on the platform. “Much of the internet feels disconnected from real life these days, and Reddit is a place where people can learn from the experiences of others and feel part of something bigger than themselves.” said Greg Hahn, Co-Founder and Creative Director of Mischief. “This campaign is our way of showing that Reddit communities and human connections are worth coming back to”.
The campaign runs on television, streaming platforms, social networks and outdoor advertising. It has begun to activate in New York and Chicago and will spread to other regions of the United States in the coming months.
