Certain verticals have exploded over recent years and new apparel brands are certainly one of them. The goal was to make Nautica stand out during a really competitive time for marketers in Q4 during the holiday shopping season. Going beyond sales or promotional content, Nautica’s goal was to immerse consumers in their brand with a completely new approach on Reddit called Megathread. This Reddit product allowed the brand to showcase its top items during the holiday season while increasing brand awareness and engagement.
Nautica had seen successful front-end efficiencies on Reddit, consistently hitting above benchmark goals quarter over quarter (QoQ). With the winter holidays around the corner, Tinuiti’s Paid Social team wanted to showcase Nautica’s gift guide to drive brand discovery and engagement. With Reddit’s release of their new Megathread ad format, we saw this as an opportunity to promote Nautica’s top products in their holiday gift guide in a unique way.
Nautica would also be the very first retail brand to ever use the new Megathread on the platform.
Our Paid Social team and Nautica worked together with Reddit to develop the Megathread with creative, content and promotional messaging to drive urgency. Once five products were chosen, we developed lifestyle creative and long-form content to align with what Reddit users would want to know about each product.
The Megathread drove a 108% higher engagement rate and a 48% more efficient cost-per-click (CPC) over our ongoing traffic campaign. The Megathread also drove 63% more purchases than our traffic campaign. We saw an average time spent on the megathread of 41 seconds, deeming this successful with high engagement, knowing users were interested in reading through the Megathread to get additional research on the products given.
The campaign was also awarded four Reddit Awards including Wholesome, Helpful, Silver and Heartwarming. The “awards” are a way for users to show appreciation for an exceptional contribution on Reddit. Redditors purchase coins with real-world dollars, which then can be spent on a variety of awards. Typically, top user posts and comments gain these accolades, so it is pretty rare for ads to receive them, but it does happen when brands lean into Reddit culture, engage with consumers in a meaningful way, and provide them something of value–which is exactly what we accomplished with Nautica.
