Lea Zalder
Digital Marketing Manager
De'Longhi Deutschland GmbH
+2,5 pt
Overall Ad Awareness Lift
+5,7 pt
Ad Awareness Among Daily Coffee Drinkers
First Ever
Reddit Agency Badge in the DACH Region
Location
Cologne, Munich
Industry
Electronic Household Appliance
Services
Social Advertising, Social Commerce
Awards
Reddit Agency Badge, First Agency in the DACH Region, 2025
Overview
De'Longhi set out to reach new audiences with the Eletta Explore and to prove Reddit's incremental contribution to brand recall within the media mix. Mediaplus designed a broad targeting strategy with no community or interest filters, paired with platform-native creative adaptation developed in collaboration with KarmaLab. A Reddit Brand Lift Study delivered the proof: a +2.5 percentage point ad awareness lift overall, and +5.7 points among daily coffee drinkers.
Challenge
Scaling Attention Beyond the Core Audience
De'Longhi wanted to grow awareness of its Eletta Explore coffee machine beyond existing brand users and reach new, previously untapped audiences.
The challenge was finding a scalable channel that could complement the existing media mix while delivering measurable brand impact.
De'Longhi specifically wanted to determine whether Reddit could generate incremental brand value compared to other paid media channels.
The campaign therefore needed to strike a balance between maximum reach and efficiency — and provide reliable brand measurement to build a solid case for effectiveness.
Solution
Broad Targeting Meets Brand Lift
Mediaplus developed a broad targeting strategy on Reddit with no predefined communities or interest filters, maximizing scalable reach. This approach ensured comparability with other upper-funnel channels in De'Longhi's media mix.
To keep the creative relevant, KarmaLab adapted messaging and headlines to match Reddit's distinctly authentic tone. And to move beyond surface-level performance metrics, the campaign was accompanied by a Reddit Brand Lift Study conducted in partnership with Reddit's Marketing Science team.
This enabled the team to measure Reddit's true incremental impact on ad awareness — and to validate the effectiveness of broad targeting at scale.
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"Reddit was the perfect lever for us to grow beyond the classic social media channels. We reach a fresh audience here that already brings a huge passion for coffee - no matter which communities they're currently active in."
KEY TAKEAWAYS
#1
Broad targeting scales reach without sacrificing effectiveness.
#2
Reddit delivers measurable incremental awareness value - above and beyond the existing media mix.
#3
Platform-native creative adaptation meaningfully boosts ad recall.
AWARDS
#1
Reddit Agency Badge, First Agency in the DACH Region, 2025
More Mediaplus Case Studies
About Mediaplus
Mediaplus is one of the largest independent media agencies in Europe and part of the House of Communication - an integrated communications network headquartered in Munich. Founded in 1983, the agency group now employs approximately 2,300 specialists across more than 20 international locations in Germany, Austria, Switzerland, and markets in Asia and North America. Its service portfolio includes Media Strategy & Innovation, Media Planning & Buying, Data & AI, Performance Marketing, Advertising Technologies, and Commerce & Retail Media. With the group-wide AI framework House of AI, Mediaplus combines proprietary data models with in-depth market expertise to achieve measurable brand growth for clients. Mediaplus has repeatedly been listed as a leading independent media agency in the WARC Media 100 ranking and the RECMA Quality Ranking, and in 2026 was named Media Agency of the Year for the fifth time at the German Media Awards.
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Sabine Rössing
Mediaplus
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FAQs
Reddit gives brands the opportunity to reach audiences in a uniquely powerful environment: the platform is organized around topics, not followers or individual personalities. Users come with clear intent and engage in peer-level conversations. For awareness campaigns, this means ads meet an audience that is actively seeking recommendations and product information. Broad targeting approaches unlock maximum reach across all communities, while measurement products like the Reddit Brand Lift Study allow brands to precisely quantify the true incremental contribution to ad recall.
recall by comparing users who were exposed to the ads against those who were not. Unlike pure performance metrics such as clicks or impressions, it reveals the genuine incremental value a channel contributes to the overall media mix. For De'Longhi, this methodology enabled a direct comparison with other upper-funnel channels — and delivered the proof: Reddit increased ad awareness lift among daily coffee drinkers by 5.7 percentage points.
Mediaplus treats Reddit as a standalone awareness channel and builds strategies that ensure direct comparability with other channels. In practice, this means a consistent targeting setup, platform-native creative adaptation, and a measurement methodology that cleanly isolates incremental contributions. For De'Longhi, Reddit was deployed as a complement to the existing media mix — expanding reach without cannibalizing any of the channels already in play.