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How to Build an Engaged Online Community


Reddit's VP of marketing Roxy Young chats to R/GA CMO Jess Greenwood on the keys to engaging more than 430 million active monthly users

How to Build an Engaged Online Community

Reddit is turning 15 this year with a celebration - its first major brand marketing campaign, which will be created in partnership with its first ever agency of record in R/GA. 

“We needed to have a partner that we felt like we had good chemistry with and who really understood our platform,” Roxy Young, Reddit’s VP of marketing, told Ad Age. “They need to be able to take a platform like Reddit and think about different ways to bring it to life in bold and creative ways.”

The goal of the creative and media campaign, timed to its 15th anniversary on June 23rd, will be to showcase the range and passion of the 430 million active monthly users in more than 100,000 communities on Reddit.

“There's just an incredible diversity of communities,” Roxy tells R/GA chief marketing officer Jess Greenwood on the latest R/GA FutureVision podcast.

“In the last 12 months alone we've seen a massive increase in beauty, food, family, style-related communities - all areas that maybe people didn't associate or didn't necessarily think of at first when they thought about Reddit.”

Celebrating this milestone presents an opportunity to highlight its diverse community and the richness of engagement on Reddit, which is known for subreddit forums moderated by Redditors and its iconic AMA (Ask Me Anything) sessions with celebrities, politicians, and other newsmakers. 

“Our fundamental belief is that being part of a community is a core human need.” said Roxy Young, Reddit

Elevating its users also aligns with the brand’s core mission, Roxy adds.

“Our fundamental belief is that being part of a community is a core human need,” she observes. “Long before the Internet, people needed to belong to communities. And so when you think about our purpose as Reddit, it’s to help create that and to help make the Internet more human through the power of community.”

Hear more on how Reddit has built, and is elevating, the Internet’s richest and most engaged community platform in the podcast here:

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Categories: Media and Entertainment, Streaming Services

R/GA US, Tue, 10 Mar 2020 17:16:46 GMT