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Reddit launches first UK brand campaign, hires Tinder marketing director

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Marking a year since the opening of its UK office, Reddit is celebrating the wide array of functions and rewards that its communities offer in its first UK brand marketing campaign.

Created by global agency of record R/GA, which also handled media in the UK, “Maybe together we’ll” is running as of today (21 September) in out of home, including high-profile sites such as Waterloo Station and Westfield London, as well as 26 London Underground stations. It will also take in digital channels and digital video, with a 60-second brand film featuring user-generated content from across Reddit’s groups.

Messages featured in the creatives include “Maybe together we’ll lift the world up. Or maybe we’ll knock it down a few pegs.” – pointing users towards the diametrically opposed groups r/ToastMe and r/RoastMe.

It was created by R/GA’s Scott Steele, Brian Vandeputte, Gabe Valente, Meghan Lai and Ben Muckensturm.

Speaking to Campaign, Roxy Young, Reddit’s chief marketing officer, said the push was aimed at newcomers, existing users and advertisers.

“This is our first brand marketing campaign, after years of strong organic growth,” Young said. “First and foremost, we want to drive new users to the platform. We want to pique their curiosity and bring new users on to Reddit, as we continue to expand our user base.

“But we also know that there are going to be a lot of existing users who maybe have never seen advertisements for Reddit out in the real world and so this is an opportunity for us to........

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