Objective

KarmaLab is Reddit's in-house creative agency dedicated to setting brands up for long-term success on the platform. KarmaLab, which previously operated under Reddit’s Creative Strategy function, is an effort to bolster the creative strategy of its advertisers with more resources as Reddit’s Ads business continues to grow. As KarmaLab's Global Director, Will Cady, said:

“Recent months have demonstrated more than ever the impact and influence of Reddit’s passionate communities in the cultural zeitgeist. There is amazing potential and opportunities for brands to be part of the internet’s most relevant and authentic conversations, but with more than 100,000 communities on Reddit, some wonder where to start — this is where KarmaLab comes in. Our mission is to help every brand discover how to contribute authentically, meaningfully, and effectively to the communities that matter most to them and their audiences — we turn curiosity into understanding, and signals into strategies.”

In December, Reddit announced 2019 ad sales of $100 million and 52 million daily users in October, up 44% from the same period the year before. This can be a lucrative market for brands but because Reddit has a specific culture, language, and etiquette, most will need more than a little help to find the right combination of subreddit and product. This is where KarmaLab comes in. Cady's team can help advertisers better understand the platform and build custom campaigns that resonate with the community; all the while, identifying the trends that are also percolating in different communities that could have real-world implications.

“We want to help our marketing partners on the higher end of our relationships—and really across the board—be able to anticipate important cultural trends that are coming six or 12 months ahead of time so they can be agile in that moment.”

References

Contexts

This is the Root Memo for all things #karmalab.
#reddit (See: Reddit)