Toyota RAV4 Hybrid / Reddit Thread

RAV4 Hybrid's ideal audience hangs out on Reddit. It’s also one of the most notoriously brand-hostile platforms.

No big deal.

For the launch of RAV4's first hybrid, we created a series of promoted threads inspired by the campaign, then jumped into the comments with custom replies in near-real time.

Sure, we had fun with it. But so did ye olde Redditors.

Which is probably why it became Reddit's most successful campaign to date.

Creative Leads: Brock Pisciotta, Jamie Dos Santos, me
ACD Oversight: Dan Sorgen & Jeremy Carson