{"id":4274,"date":"2014-05-12T13:02:42","date_gmt":"2014-05-12T13:02:42","guid":{"rendered":"http:\/\/thepowertoprovoke.com\/the-blog\/?p=4274"},"modified":"2014-05-12T13:02:42","modified_gmt":"2014-05-12T13:02:42","slug":"reddit-case-study-ar500-armors-straightforward-thread","status":"publish","type":"post","link":"https:\/\/responseblog.wpengine.com\/2014\/05\/reddit-case-study-ar500-armors-straightforward-thread\/","title":{"rendered":"Reddit Case Study: AR500 Armor’s Straightforward Thread"},"content":{"rendered":"

This reddit case study post focuses on AR500 Armor, a body armor manufacturer that\u2019s been building a straightforward, well-received promoted thread<\/a> on the value of their products. \u00a0 Contents 1. Simple And Straightforward 2. Quality Commenting 3. Longevity<\/p>\n

1. Simple And Straightforward<\/h2>\n

The AR500 ad<\/a> is simple and straightforward: \u201cAR500 Armor – Industry leading manufacturer of affordable and reliable body armor | Made in the USA.\u201d The directness of this ad was praised in the comments, including a highly upvoted comment that thanked AR500 for not using a meme to try and connect with redditors. \"Screen<\/a> \"Screen<\/a><\/p>\n

The above commentor was referencing a trend of reddit advertisers to use reddit memes and inside jokes to better engage redditors — often in styles that would seem off-brand if they were somewhere other than reddit. The risk of such stylization is that redditors may interpret it as exploiting their own language and experience in order to better sell to them. \"Screen<\/a><\/p>\n

2. Quality Commenting<\/h2>\n

The AR500 account was both frequent and thorough in its responses to redditor questions. The effect of such a process is a high-quality product information page that\u2019s customized to the collective desires of reddit. The purple nodes in the below illustration depict the AR500 account\u2019s frequent participation in the thread. Nodes are connected to the things they\u2019re commenting on. (Created using Kawandeep Virdee\u2019s reddit discussion visualization tool<\/a>.) \"Screen<\/a><\/p>\n

The below screenshot depicts the thoroughness and well-reception (through upvotes and positive community sentiments) of AR500\u2019s comments. And note the links to more brand content on YouTube and the brand\u2019s website, which are then accessible to all future thread visitors.<\/p>\n

\"Screen<\/a><\/p>\n

3. Longevity<\/h2>\n

The thread\u2019s duration (since October 2013) significantly contributes to its quality, because it allows the thread to grow in information tailored to the reddit community (with currently 240+ comments). Part of what makes this duration possible is that the thread is not tied to a temporary campaign or offer. (Haworth Chairs is another advertiser successfully employing this tactic on reddit<\/a>.) Temporary campaigns are also appropriate, but brands will value from considering a dual reddit strategy, in which temporary campaigns are paired with an evergreen promoted thread like AR500\u2019s.<\/p>\n

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