Performance was driven by mid- and lower-funnel audiences, where users had already interacted with video content or visited the website. These segments delivered significantly stronger returns compared to broader targeting.
Remarketing campaigns in Manchester were particularly effective, while London campaigns improved as audience signals strengthened over time.
The strategy centred on building a structured funnel, using Reddit’s targeting capabilities to guide users from initial engagement through to purchase.
Video content was used to introduce the experience and generate engagement, followed by remarketing and lookalike targeting to convert users with higher intent.
Detailed Strategy:
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Targeting city-specific subreddits to reach relevant local audiences
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Interest-based targeting aligned with social and group activities
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Video campaigns to build engaged audience pools
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Website retargeting to capture high-intent users
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Lookalike audiences based on engaged users and site visitors
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Creative testing across video and static formats
