How we helped Mitsubishi Motors Canada appeal to Reddit audiences, with platform-native content.
Mitsubishi Motors Canada
- +5.2MImpressions
- 41%Higher Engagement Time vs. Auto Benchmark
- 3xHigher Page Scroll Rate
Background
While creating the content strategy for 2024, Mitsubishi Motors Canada decided to run a digital-only campaign for the Mitsubishi RVR, an affordable, subcompact SUV that appeals to a younger, 20-something demographic. A key part of the media buy was Reddit, a primary channel chosen to reach that younger, 20-something RVR audience. But there was just one problem. Okay, two.
Services
- Platform-Specific Content Strategy
- Content Development and Photoshoot
- Paid Media Strategy
Challenge
Reddit thrives on humour, authenticity, and self-referential content, so instead of fighting the platform’s culture, we embraced it. The challenge was clear: make an unchanged SUV feel fresh, fun, and undeniably Reddit-worthy.
Human Insight
If you want Reddit’s attention, you don’t talk at them—you talk like them.
Measuring a Subcompact SUV… in Bananas
Instead of forcing a sales message, we tapped into r/BananasForScale, a legendary Reddit meme where users place bananas next to objects for scale. Using an iPhone and a bunch of bananas, we visually proved how spacious the RVR really is – showcasing trunk space, legroom, and cargo capacity in the most Reddit way possible. The campaign lived as a Reddit Megapost, a long-form format built for engagement, sparking conversation and interaction that felt native to the platform and not like an ad.
The Result: Truly Bananas Results
TL:DR This campaign exceeded expectations, proving that Reddit-first creativity drives real results. With over 5.2 million impressions, the campaign generated massive awareness, achieving a 58% more efficient CPM than the auto industry benchmark. Engagement soared, with a 65% more efficient CPC and an average user interaction time 41% higher than industry standards—meaning Redditors didn’t just see the post; they spent nearly 20 seconds engaging with it. The page scroll rate was 3x higher than the auto benchmark, highlighting deep audience interest and proving that when brands show up authentically, people pay attention.