Almost every brand on earth does social-proof ads, but Reddit is not “every brand.” So, when we needed to humble-brag about the great results brands like Adobe achieved by advertising on Reddit, we set off on a mission to create a campaign that was anything but generic. It was advertising inception: creating ads aimed at advertisers about ad success on Reddit. (Cue mind-blown meme). Problem: only a few marketers know what Reddit is all about. But pretty much all know it’s where memes were born. So we turned our ads into memes — an idea totally aligned with Reddit’s brand DNA of not taking themselves too seriously.