As part of its video ad campaign on Reddit, Škoda Auto asked the passionate enthusiasts in r/CarTalkUK to test drive its new Octavia model, and actually used the community to co-design the car by voting on things like the paint color to the engine. As a result, Skoda saw a +50% increase in mentions and a +74% increase in views to those mentions on Reddit (source: Reddit Insights, Global).
Spot the micro-moment
Reddit is home to over 100,000 communities dedicated to specific needs like r/30PlusSkinCare, as well as broad topics like r/travel. Use listening tools to find influential groups and conversations that are already talking about you or your industry, then add value to those spaces.
For example, bring seasonal discounts to communities like r/BuyItForLife or r/Frugal, where people actively discuss trusted purchasing tips. Alternatively, respond to customer questions in conversations related to product concerns or issues. This builds measurable credibility; in fact, 58% of redditors say that seeing a brand respond directly to a customer question increases their trust in that brand.
Kraft Heinz spotted a moment in the food professional community r/KitchenConfidential, where a redditor was posting photos of their chopped chives daily until Reddit deemed them ‘perfect.’
The brand joined in with a Philadelphia Cream Cheese ad that matched the specific humor of the thread: “Some heroes chop chives every day until Reddit says they’re perfect. We whip ours into cream cheese.” Views to posts mentioning Philly Cream Cheese surged over 120%, while Philly Cream Cheese appeared in 13% more subreddits in November compared to the 2025 monthly average, according to our own insights.
AI can’t generate trust
The rise of generative AI is not just a technological shift, it’s a fundamental shift for marketers.
Some in the industry say that the Mad Men era in advertising is dead. On the contrary: it forces us back to our Mad Men roots: the non-negotiable belief that people buy from people, and that genuine human connection matters just as much as digital reach.
The platforms may be digital, but the strategy must be rooted in classic principles of community, sincerity, and service.
