Ally was in the giving spirit for the holidays and so were we. With a creative partner, I concepted and designed a cool way for Ally to give where it counts on the Reddit platform.
We made sure the most important conversations stayed at the top of the feed to be allies to Redditors who also embodied the giving spirit - the ones who helped fellow users with travel tips, playlists and even promo codes, during a chaotic holiday season.
We took over subreddits through a variety of promoted posts that encouraged user comments. Because paid content inherently stays at the top of Reddit threads, we provided visibility to conversations that may otherwise never be seen.
We also rewarded both the commenter and the most helpful Redditors with gold
— proving that it pays to be an ally.
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For when you need a new cast of characters that isn't family, we're all better off with an ally.
For when we want to bring something unexpected to the potluck, we're all better off with an ally.
For when we need help keeping it cool after the third delay, we're all better off with an ally.
Jon Klein, Luis Aguilera
Art Director: Chanel Miller
Copywriter: Julia Heydemann