HelloTushy's Reddit ad campaign succeeded by flipping the platform's ad-hating culture. The brand promised a real-world consequence tied to upvotes: if users voted the ad up enough, HelloTushy would actually do something drastic. It gave Redditors real stakes in the outcome.
Reddit is a scary place for brands. So how do you create a great Reddit ad campaign? I asked the expert how he developed one of Reddit's most successful campaigns for HelloTushy.
One of the things that I think really made that campaign successful was that there were stakes to it. So we knew that Redditors downvote ads. That's part of the culture. And our ad said, if you upvote this, then something drastic happens. There were stakes to the campaign. If you do this, then this happens. They had a huge role in defining what the end product looked like. And I think Reddit loves when something that happens online affects real life.
