Menswear apparel company Bonobos is tapping into a new customer base on Reddit by helping users solve an age-old problem — how to get a great-fitting suit.
Bonobos CMO Krissie Millan said Reddit was a core focus for its “Fit is a Feeling” campaign that began rolling out in October 2024. The ads gave tips on how to find a well-fitting suit and targeted subreddits like golf, finance, and business. One test boosted traffic by 50% above Reddit’s benchmarks. Then, a brand takeover on November 11 on business, finance and career subreddits ads propelled the platform to one of the company’s top five traffic sites that day and drove more than double the number of impressions the team expected.
“The communities that are on Reddit, they’re looking for answers, they’re trying to share information,” Millan said. “While it was firmly a brand campaign, it also had a lot of educational materials that led to providing some pretty useful info for their communities.” (Modern Retail)