Vodafone increased click-through rates 21.1% on Reddit by optimising audiences with the platform’s Max campaigns tool.
In a case study video published by Reddit, Vodafone’s paid social and programmatic lead, Izzy Morris, acknowledged that while she initially saw Reddit as ‘targeting very small audiences’, Vodafone was able to broaden its targeting and ‘uncover incremental reach within our campaigns that we wouldn’t be able to access on other platforms’.
As a result, Vodafone’s CTR increased by 21.1% between H1 2025 and Q2 2025, rising from 0.322% to 0.390%.
This is still well below the average CTR on Facebook, which is often given at around 0.9% on the lower end. But then, Meta’s average CPA was $38.19 in 2025, according to Triple Whale, and Reddit Max campaigns have been billed as an affordable option for brands. A release from Reddit explained: ‘In split tests comparing Max campaigns to advertiser’s business-as-usual campaigns, advertisers saw 17% lower CPA and 27% more conversions on average.’
Of course, Meta’s platforms and audiences are not interchangeable with those of Reddit, and Morris attributed the increase in CTR to no longer viewing Reddit as a ‘challenger platform’ and instead treating it as a key element of Vodafone’s media strategy.
Vodafone was one of the first telco brands to utilise Reddit’s automated Max campaigns. A statement from Reddit claimed that this campaign used conversion lift studies to prove incrementality with audiences the brand had not found elsewhere.
‘That incrementality became the internal sell,’ Morris added. ‘Not just a performance story for campaign reports—a credibility argument for media planners and senior leadership to trust the platform with growing investment.’
Vodafone executed category takeovers for iPhone launches, alongside promoted posts, which Reddit claims drove ‘rapid news spread’.
‘Don’t underestimate the scale,’ Morris said. ‘Reddit has grown—and with it, the ability to reach audiences you won’t find anywhere else.’