Belong turns Reddit threads into ads via OMD

Belong has launched a new national campaign via OMD, using a multi-partner media strategy to bring its ‘Just BE’ brand platform to life.

The ‘Simple Solutions’ campaign is designed to demonstrate, rather than tell, how Belong enables connection, drawing directly on real behaviours across digital platforms.

Media as the creative idea

Rather than traditional advertising, the campaign is built around how Australians already use online communities to solve everyday problems.

OMD identified a behavioural insight: millions of users turn to peer-to-peer platforms for practical advice, which it used as the foundation for the campaign.

At the centre of the execution is Reddit, where real user-generated “simple solutions” were sourced and transformed into creative.

OMD Create, the agency’s content and partnerships division, worked with Reddit to curate authentic conversations, which were then developed into branded assets in partnership with Pembleton.

Scaling community into culture

The campaign extends across an integrated media ecosystem, combining native Reddit placements with national out-of-home and audio.

Out-of-home executions bring online conversations into the physical world, while a partnership with Nova Network — including The Chrissie Swan Show — amplifies the concept through live on-air engagement.

Belong Chief Marketing Officer Peita Golden said the campaign reflects how customers interact with the brand in real life.

“Customers that are attracted to a value brand like Belong increasingly turn to online communities to seek recommendations… by elevating content generated by communities online… we’re turning our brand platform into something people can experience and connect with,” she said.

Partnership-led strategy

OMD Group Head of Strategy James Rawlings said partnerships were central to the campaign from the outset.

“Planned as a triple threat… to connect with established audience bases, earn disproportionate attention, and leverage unique content to make our simplicity tangible,” he said.

Main image: OMD

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