{"id":578,"date":"2021-07-08T13:32:31","date_gmt":"2021-07-08T12:32:31","guid":{"rendered":"https:\/\/staging.phdmedia.com_\/japan\/2021\/07\/08\/phd-eatbigfish-dicuss-community-powered-challengers-reddit\/"},"modified":"2021-10-08T11:29:21","modified_gmt":"2021-10-08T10:29:21","slug":"phd-eatbigfish-dicuss-community-powered-challengers-reddit","status":"publish","type":"post","link":"https:\/\/www.phdmedia.com\/japan\/2021\/07\/08\/phd-eatbigfish-dicuss-community-powered-challengers-reddit\/","title":{"rendered":"PHD &amp; eatbigfish discuss community-powered challengers with Reddit"},"content":{"rendered":"<p>PHD and eatbigfish\u2019s podcast series, Overthrow II: Challenger strategies for a new era, returns for a spin-off episode, concluding the series with a conversation between guests Harold Klaje, EVP and President of Advertising at Reddit, and Rebecca Burchnall, Managing Partner at PHD UK.<\/p>\n<p>In this episode, the panel speak alongside host Adam Morgan, Co-founder of eatbigfish, to discuss the power of community and how challengers \u2013 even those as large and established as Reddit and Diageo \u2013 can utilise the support and authenticity of their communities.<\/p>\n<p>Reddit, as Klaje explains, continues to be a challenger despite its huge global userbase and strength in markets such as the US, and that\u2019s largely down to its community. \u201cWe\u2019re a community-based platform,\u201d Klaje tells Morgan and Burchnall. \u201cWe believe having this community concept challenges the norm and makes it interesting for people to discuss their passions in a different way.\u201d<\/p>\n<p>Burchnall adds that PHD carries a similar mentality of size not equating to challenger status: \u201cWe share quite a lot of the same values as Reddit. The way we maintain that [challenger] mindset is how we galvanise our teams and our people and the culture we have around being open, being courageous. By always being the feisty underdog in every way we\u2019re looking at what we do \u2013 the ideas we have, new approaches we bring to clients, or the way we operate internally as a business with our people.\u201d<\/p>\n<p>The importance of openness threads itself throughout the conversation, steered by Morgan who describes openness as being intimately linked with authenticity \u2013 a trait which features heavily in many of the 10 challenger types discussed in PHD and eatbigfish\u2019s 2019 publication <a href=\"https:\/\/www.overthrow2.com\/\" target=\"_blank\" rel=\"noopener\"><em>Overthrow II: 10 strategies from the new wave of challengers<\/em><\/a>.<\/p>\n<p>\u201cPeople can be who they want to be on Reddit,&#8221; says Klaje. &#8220;That leads to even more honest and true discussions, and it\u2019s a great value add for challenger brands, to have that authenticity on [Reddit], which is a real opportunity to engage with these community members.\u201d<\/p>\n<p>Burchnall witnessed this opportunity first-hand whilst working on Seedlip and Copper Dog, two brands within the diverse portfolio of PHD client and one of the world\u2019s largest producers of spirits and beers, Diageo.<\/p>\n<p>\u201cOur core route to how we drive success starts with the power of community that sits behind them,\u201d says Burchnall. \u201cA group of people, a collective, that empowers people to understand more about those brands, get into the skin of the brand story.\u201d<\/p>\n<p>This is accomplished by \u201cstarting with the community and creating a sense of authenticity, through influence and talent, but also reflecting that through advertising and content we build.\u201d<\/p>\n<p>Klaje calls Reddit a \u201ccurious bunch of people\u201d who are seeking information \u2013 and the userbase is more than willing to receive that information from the brands themselves, given 82% of communities on Reddit report appreciating when brands are part of the discussion.<\/p>\n<p>\u201cWe very much work with partners in social spaces like Reddit where communities are thriving,&#8221; says Burchnall. &#8220;They\u2019re honest and open in the way they talk about needs, purpose, content, and brands.\u201d<\/p>\n<p><strong>To hear more on how brands can leverage community and authenticity, listen to the seventh episode of Overthrow II: Challenger Strategies for a New Era, available on\u00a0<a href=\"https:\/\/apple.co\/381CYS2\">Apple<\/a>,\u00a0<a href=\"https:\/\/spoti.fi\/3xhBu2q\">Spotify<\/a>,\u00a0<a href=\"https:\/\/bit.ly\/35oLqLN\">Google Podcasts<\/a>, and\u00a0<a href=\"https:\/\/bit.ly\/3g1DC4z\">Audioboom<\/a>.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>PHD and eatbigfish\u2019s podcast series, Overthrow II: Challenger strategies for a new era, returns for a spin-off episode, concluding the series with a conversation between guests Harold Klaje, EVP and President of Advertising at Reddit, and Rebecca Burchnall, Managing Partner at PHD UK. In this episode, the panel speak alongside host Adam Morgan, Co-founder of [&hellip;]<\/p>\n","protected":false},"author":100061,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[73,74],"tags":[75,76,77],"class_list":["post-578","post","type-post","status-publish","format-standard","hentry","category-industry-insights-global","category-our-views","tag-challenger-brand","tag-overthrow-ii","tag-podcast"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>PHD &amp; eatbigfish discuss community-powered challengers with Reddit - PHD Media Japan<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.phdmedia.com\/japan\/2021\/07\/08\/phd-eatbigfish-dicuss-community-powered-challengers-reddit\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"PHD &amp; eatbigfish discuss community-powered challengers with Reddit - PHD Media Japan\" \/>\n<meta property=\"og:description\" content=\"PHD and eatbigfish\u2019s podcast series, Overthrow II: Challenger strategies for a new era, returns for a spin-off episode, concluding the series with a conversation between guests Harold Klaje, EVP and President of Advertising at Reddit, and Rebecca Burchnall, Managing Partner at PHD UK. 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