Creative in association withGear Seven

Reddit Asks You to Find Your People Down Under in Inaugural Australian Campaign

Advertising Agency
Sydney, Australia
The website is marking one year of its Australian expansion with an inaugural consumer brand campaign from R/GA Sydney

It’s already been 12 months since Reddit expanded into Australia, home to its fourth-largest user base. To mark this moment, Reddit is launching its inaugural Australian consumer brand campaign, 'Find your people', which draws its inspiration from Reddit’s 100,000+ active communities.

Featuring creative by R/GA Australia as well as media strategy and buying led by Initiative, 'Find your people' will reach Australian audiences through the region’s first-ever national out-of-home, digital and audio campaign that reflects Reddit’s diverse and unquestionably unique communities across Australia. The national campaign draws attention to the special and distinctive interests shared among Australians, in communities such as r/magpies and r/australia, and will appear across out-of-home placements in major cities including Sydney, Melbourne, Brisbane, and Perth as well as on radio, podcast and digital channels throughout the country.

“People naturally want to connect with others who share similar interests and champion their dreams and this has only intensified in a post-COVID world,” said Claire Waring, executive creative director, R/GA Australia. “Reddit is a unique platform that unites people of all ages and backgrounds. This wealth of humanity creates a huge range of intelligent, hilarious, and heart-warming content that has been the inspiration for this campaign.”

Reddit users in Oz

Australia’s communities are a hub for cultural conversations, with r/australia among the most popular in the region, accompanied by half a million Reddit users devoted to their city in r/melbourne. Die-hard sporting fans in r/AFL saw a 53% year-over-year increase in subscribers, while finance fanatics in r/fiaustralia saw a 73% year-over-year increase in subscribers.

Aussie Reddit users were highly engaged in election discourse through the 2022 Australian Federal Election in May. They were active in AMA conversations with the Australian Electoral Commission about the voting process, and participated in over 40 AMAs with political party candidates in subreddits such as r/AustralianPolitics, with activity in the community growing over 200% over the last year.

Local Reddit users also embraced connection and collaboration, claiming a stake in global efforts like r/place, where Australia was one of the top 10 most active countries in one of the world’s largest digital art projects.

The last 12 months have been an incredible reflection of Australians driving important content and conversations on the platform. As we look to the future, we’re excited to accelerate the momentum with brand partners and foster more community-driven moments in Australia. Happy Cake Day Australia, here's to many more.

Read Reddit's full statement here
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