In the competitive world of e-commerce, standing out can be a monumental challenge for new brands. However, Wax & Wick, a premium soy candle company, found an unconventional path to success through an unlikely platform: Reddit. Their journey offers valuable insights for entrepreneurs looking to harness the power of online communities for marketing.
The Birth of a Brand
Founded in 2015 by Kevin, Garrett, and Joe, Wax & Wick emerged from a simple observation: there was a gap in the market for high-quality, woodsy-scented candles that appealed to both men and women. As Kevin explains:
"We started out trying to become a man candle company. We realized that there was a broader audience than just men buying candles. We focused on real woodsy scents instead of the typical lavender and linen scents."
Starting with small-batch, handmade soy candles, the trio quickly realized they needed to scale up production to meet growing demand. But as a bootstrapped startup, they faced a common dilemma: how to market effectively with limited resources?
Why Reddit?
While many e-commerce brands gravitate towards platforms like Facebook and Instagram for marketing, Wax & Wick took a road less traveled by focusing on Reddit. This decision was strategic for several reasons:
- Niche Communities: Reddit hosts thousands of subreddits catering to specific interests, including candle making, home decor, and male living spaces – all relevant to Wax & Wick's target audience.
- Genuine Engagement: Unlike traditional advertising platforms, Reddit allows for real conversations with potential customers.
- Cost-Effectiveness: Posting and commenting on Reddit is free, making it ideal for startups with tight budgets.
- Viral Potential: Popular Reddit posts can gain significant traction across the platform, offering exposure far beyond paid reach.
However, Reddit is notoriously challenging for marketers. The community is highly skeptical of overt promotion, and brands perceived as inauthentic or spammy face swift backlash. So how did Wax & Wick navigate these treacherous waters?
The Wax & Wick Reddit Strategy
1. Become a Valued Community Member
Instead of immediately pushing their products, Wax & Wick's founders immersed themselves in relevant communities. Kevin recalls:
"I started out in r/candlemaking, putting in my two cents and trying to learn as much as I could. A couple of members gave me really helpful advice through private messages."
This approach allowed them to build credibility and understand community norms before attempting any promotion.
2. Seek Genuine Feedback
Rather than simply advertising, Wax & Wick used Reddit as a market research tool. They created posts asking for honest opinions on product ideas and branding directions. Garrett explains:
"We wrote a piece on man candles versus gender-neutral candles, explaining our story. It blew up, getting tons of comments because we were asking for engagement."
This strategy:
- Provided valuable product development insights
- Demonstrated that the brand valued community input
- Created organic engagement and visibility
- Felt more authentic than traditional advertising
3. Offer Exclusive Value
To incentivize Redditors to check out their products without feeling marketed to, Wax & Wick offered exclusive discount codes in their posts. This gave community members a tangible reason to visit their website.
4. Target Relevant Subreddits
Instead of casting a wide net, Wax & Wick focused on carefully selected communities, including:
- r/candlemaking
- r/malelivingspace
- r/ecommerce
- r/entrepreneur
- r/artisangifts
- r/shutupandtakemymoney
By tailoring their content to each specific community, they built more meaningful connections.
5. Balance Promotion and Contribution
Wax & Wick was careful to maintain a healthy ratio of promotional to non-promotional content. As Kevin notes:
"When we're putting up a post about selling candles, we also have to be involved the other way around. We have to be willing to take advice and give advice that's not related to what we're selling."
This balanced approach helped them avoid being labeled as spammers.
6. Embrace Transparency
Whenever asked about their business strategies, Wax & Wick was refreshingly open:
"We try to be as absolutely transparent as possible. Any time anybody asks us about what we're using to gain traction and find traffic, we have no problem telling them."
This openness fostered trust within the Reddit community.
Measurable Results
Wax & Wick's thoughtful Reddit engagement drove significant results:
- Immediate Sales: Their initial feedback post generated approximately $5,000 in sales within 48 hours.
- Sustained Traffic: Months after their original posts, they continued to see orders originating from Reddit.
- Product Insights: Community feedback directly influenced scent selections and branding decisions.
- Brand Awareness: Their posts exposed the Wax & Wick name to thousands of potential customers.
Lessons for Other Brands
While Wax & Wick's specific approach may not be universally applicable, their success offers valuable lessons for other entrepreneurs considering Reddit marketing:
Prioritize Value Over Promotion: Focus on contributing meaningful content to the community rather than pushing products.
Know Your Audience: Invest time in understanding the culture and norms of each subreddit before engaging.
Be Human: Communicate authentically, avoiding corporate jargon or overly polished messaging.
Embrace Transparency: Be open about your business when asked, as this builds trust with the community.
Start Small: Focus on a handful of highly relevant communities rather than trying to conquer all of Reddit at once.
Play the Long Game: Building a presence on Reddit takes time and consistent effort. Don't expect overnight success.
Use Reddit as a Learning Tool: Beyond promotion, leverage the platform for valuable market research and customer insights.
Beyond Reddit: Diversifying Marketing Channels
While Reddit played a crucial role in Wax & Wick's early success, the founders recognized the importance of diversifying their marketing efforts as the brand grew. They expanded to other channels, including:
- Instagram: Sharing visually appealing product photos and behind-the-scenes content to build brand aesthetics.
- Facebook: Running targeted ads and engaging with customers through a brand page.
- Email Marketing: Building a subscriber list for direct customer communication and promotions.
- Influencer Partnerships: Collaborating with lifestyle bloggers and social media personalities to reach new audiences.
- Wholesale Relationships: Getting products into boutique retail stores to increase physical presence.
This multi-channel approach has allowed Wax & Wick to scale their business while reducing dependence on any single platform.
The Evolving Landscape of Reddit Marketing
As more brands discover Reddit's marketing potential, the platform is likely to become more competitive for attention. However, the core principles that made Wax & Wick successful – authenticity, value-driven engagement, and community-first thinking – will remain crucial.
Brands that approach Reddit with a genuine desire to connect with and serve communities will always have an advantage over those simply looking to promote. As Reddit continues to grow and evolve, marketers will need to stay attuned to shifting community norms and expectations.
Some trends to watch in Reddit marketing include:
- Increased Use of Reddit Ads: As organic reach potentially declines, more brands may turn to Reddit's advertising options.
- Focus on Niche Subreddits: As larger subreddits become more saturated, brands may find more success in highly specific communities.
- Video Content: With Reddit's increasing support for video, brands may need to adapt their content strategies.
- AMAs (Ask Me Anything) Sessions: These can be powerful tools for brands when done authentically, offering direct engagement with potential customers.
Case Studies: Other Brands Finding Success on Reddit
While Wax & Wick's story is compelling, they're not the only brand to effectively leverage Reddit for marketing. Here are a few other examples:
Tushy: The bidet company gained traction on Reddit by humorously addressing a toilet paper shortage and offering helpful information about bidet use.
Beardbrand: This men's grooming company found success by providing valuable advice in beard-related subreddits, building a reputation as industry experts.
Nvidia: The tech company uses Reddit to engage with gaming and tech communities, often addressing customer concerns directly and sharing product news.
These cases further illustrate that success on Reddit comes from genuine community engagement rather than traditional advertising approaches.
Measuring Reddit Marketing Success
For brands considering Reddit marketing, it's crucial to set clear goals and metrics for success. Some key performance indicators (KPIs) to consider include:
- Traffic: Measure the number of visitors coming to your website from Reddit.
- Engagement: Track comments, upvotes, and overall sentiment on your Reddit posts.
- Conversions: Monitor sales or sign-ups that can be attributed to Reddit activity.
- Brand Mentions: Keep an eye on how often your brand is organically mentioned across Reddit.
- Subreddit Growth: If you create a brand-specific subreddit, track its subscriber growth and activity.
Remember that some of Reddit's benefits, like brand awareness and community goodwill, can be harder to quantify but are equally important.
Conclusion: The Power of Community-Driven Marketing
Wax & Wick's Reddit success story demonstrates the untapped potential of this platform for e-commerce marketing. By prioritizing authentic engagement over hard selling, the brand was able to leverage Reddit to gain valuable feedback, drive initial sales, and build lasting brand awareness.
While their specific tactics may not be universally applicable, the core principles of their approach – adding value, understanding the audience, and embracing transparency – can be adapted across industries. For startups looking to make an impact without a massive marketing budget, Reddit remains a powerful tool when approached thoughtfully.
As you consider incorporating Reddit into your own marketing strategy, remember that success on the platform isn't about pushing your product – it's about becoming a valued member of the community. Focus on building genuine connections, providing value, and engaging in meaningful conversations. With patience and authenticity, you may find that Reddit becomes not just a marketing channel, but a valuable source of insights, partnerships, and loyal customers.
In the ever-evolving landscape of digital marketing, the Wax & Wick story serves as a reminder that sometimes the most effective strategies aren't about shouting the loudest, but about listening closely and engaging sincerely. As we move forward, brands that can master the art of community-driven marketing – on Reddit and beyond – will be well-positioned for success in the crowded e-commerce marketplace.
