/r/Klarna

Klarna tasked us with a new challenge: advertising on Reddit, a famously advertiser-unfriendly platform. I pitched messaging that played on the natural language of Reddit posts in communities such as r/Relationships and r/TodayILearned.

We tested these against more generic messaging and the Reddit-tailored copy came out on top, bringing in the majority of impressions for the campaign with higher clickthrough rates and lower costs than other creatives tested.