If you’ve explored Japan, China, Korea, or almost anywhere in Southeast Asia, you’ve probably encountered or considered KKday.
The platform is a heavyweight in Asian travel, offering more than 300,000 book-and-go experiences across 92 countries and 550 cities, encompassing everything from JR Passes to night market food tours. What else could they need with such a titanic presence in global travel?
KKday dominated within Asia, yet its share of U.S. travellers booking those same experiences was nowhere near its potential. Going on our previous success with PDF Reader Pro, KKday asked us to turn Reddit’s research‑hungry American audience into their next wave of customers.
The Challenge: Appealing to American Holidaymakers
At the time we first started communicating in late 2024, KKday was striving to break into the US market. With numerous competitors, not to mention Japan’s official travel systems (such as the JR Pass), KKday faced stiff competition.
Their goals were also urgent with the 2025 Cherry Blossom fast approaching, arguably the peak tourism season for Japan. The nearly three million Americans who visit during this time were already planning their holidays, and KKday had to grab their attention, fast.
KKday came to us with a clear mandate:
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But how could we reach American audiences, quickly and effectively? By leveraging Reddit’s almost instantaneous reach and its many travel-related subreddits.
Our Strategy: Value-Driven Threads, Native to Reddit
We developed a 3-month campaign focused on creating original, high-performing Reddit threads. We ensured that we did not spam links or inject shallow comments.
Executive Summary: Our Three-Month Reddit Sprint
We structured the campaign around a tight three‑month sprint: research, launch, and iterate in weekly loops.
What we did:
Over three months, the program delivered:
How We Plan and Execute Our Campaigns
If you've ever attempted Reddit marketing then you know how difficult it can be to get even a single thread or comment to land. The forum is highly secure and its algorithm and supporting moderators are highly vigilant of any kind of marketing or promotional content.
In order to safely bypass all these safeguards, we provide sincere value in our threads before attempting any kind of plug. It takes hours of monthly research and planning, and the daily attention of a full team.
Phase 1: Fieldwork & Research
Any successful Reddit campaign needs extensive groundwork, and we:
Phase 2: Launch New Threads
Once we knew what the hottest and most valuable questions were on US tourists’ minds, we got to work creating:
Phase 3: Community-Led Promotion
Every new thread needed maintenance and engagement, ensuring that each new voice we added to existing discussions:
Examples of Our Posts
We led with usefulness. Every post started by solving the traveler’s problem: clear context, practical options, and a tidy summary readers could bookmark. Only after the value was established did we introduce our partner as one of the credible solutions.
In threads like the one above, we recommended KKday alongside other resources so the suggestion felt organic, not forced. When a discussion proved durable, we went back and edited the OP to add a link or clarify why KKday fit the need, maintaining a helpful tone and ensuring the post complied with subreddit rules.
The above Reddit post received:
Driving Engagement for Opportune Placements
Our Reddit posts are always carefully nurtured with our whole team helping drive engagement. Our topics are chosen to drive hundreds of upvotes and comments (as seen in the examples). Once our posts reach the required attention level, we post what we call a “Money Comment”.
Like with our original threads, our Money Comments provide plenty of value and prioritize helping people while mentioning our Partner as a solution. This innocuous method bypasses Reddit’s strict algorithms and appeases the fastidious moderators of subreddits. We give our Money Comments the same attention as our threads, ensuring they’re written in a way that garners many upvotes and responses.
The Results: Millions of Americans Consider KKday
By the end of our 3-month campaign, our thriving Reddit campaign had achieved:
KKday earned front-page visibility in Reddit threads that now rank in Google for high-intent search terms. These posts have become permanent top-of-funnel traffic drivers for their core Japan travel offering.
Implications for Future Campaigns
We successfully entered the travel industry with empathetic, relevant, and helpful posts, despite being new to the field.
Reddit allows any company, regardless of niche, to find a sizeable audience, so long as the posts are framed in a non-promotional and helpful way. It’s not an easy process, given each subreddit’s rules and content preferences, and requires a sizeable team of marketers’ daily attention.
We can plan, execute, and maintain your first Reddit campaign, regardless of your business stage. Ready to own the Reddit conversation in your niche? Book a call with us now, and we can provide you with a detailed proposal that outlines precisely what can be achieved through Reddit.
