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Reddit begins Find Your People campaign

Social media site Reddit has begun a new North American advertising campaign called “Find Your People.” The brand campaign will take place in four cities in Canada: Toronto, Vancouver, Ottawa and Calgary. Developed by R/GA with localization by Jaw Advertising, the effort consists of digital out-of-home and online advertising. The creative focuses on the benefits of joining a Reddit group of like-minded people and the approximately 100,000 groups available. Media work is being handled by Carins Oneil. The US campaign will also include television advertising.

As part of the Canadian campaign Reddit and Live Nation Canada will conduct a music-related promotion called “Reddit House” at various summer concerts. This component was developed by Salt XC.

“‘Find your people’ exemplifies the power of community at its core and Canadians feel that sense of belonging when they gather on Reddit to converse across shared interests and topics that speak to their experiences and individuality,” said Reddit market director RJ Pauloski. “We’re excited to now highlight these communities across Toronto, Ottawa, Vancouver and Calgary over the coming months.”

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