Paulita David, VP, Head of U.S., Large Customer Sales at Reddit, unpacks how brands are tapping into Reddit’s communities for sharper consumer insights, real-time cultural signals, and a deeper understanding of what drives decision-making online.<br><br>For more on what&#x27;s moving the industry, head to The Current: https://www.thecurrent.com/<br><br>Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Reddit's Paulita David on how brands are using the internet’s most valuable focus group

The Big Impression

I'm Damian Fowler and I'm Ilyse Liffreing and welcome to The Big Impression. This week we're diving into one of the internet's most honest places for better or worse. Reddit. We're joined by Paulita David, VP of US large customer sales at Reddit's. Paulita worked on a campaign with Dove that took real user feedback and turned it into a real world campaign.

Which sounds simple but most brands still don't actually do it. So today we're looking at how you go from reading the comments to building the campaign. So we should start simple. What actually sparked this campaign? What was happening on Reddit that made Dove want to lean in? Well, it's a really, I just love this campaign. I love it.

I think it is, it takes all of Dove's magical brand equity of real and authentic and it marries it with Reddit's equity of real and authentic. And so Dove was thinking about what they were going to do to launch this new hair mask. And they went on Reddit because Reddit, at Reddit we have over a thousand subreddits. We call them their communities. We call them their communities.

All about beauty, hair, fashion, skincare, makeup, everything you can imagine. So there are really deep conversations about this. So Dove went on and we unlocked all of these insights for them about not just hair, but how people feel about it, sentiment. And in the process, they're saying, well, you know, you have all of these really rich conversations and people are already talking about these products.

Reddit's Paulita David on how brands are using the internet’s most valuable focus group

Read the full transcript

The candid version is on a podcast,
not the earnings call.

Reddit's Paulita David on how brands are using the internet’s most valuable focus group

Read the full transcript

The candid version is on a podcast, not the earnings call.

The candid version is on a podcast,
not the earnings call.