Ukrainian Reddit is a small place. There are few threads, fewer still about buying home climate equipment, and almost none leave room for a natural mention of an online store. This campaign started from that limit: instead of waiting for the right conversation to appear, we started one. Within a month, our post was on the first page of Google Ukraine, next to the websites of specialized retailers.
Client
A Kyiv-based online store selling air conditioners, heat pumps, heat recovery ventilators, fans and boilers, with delivery across Ukraine. It also offers installation and service. For a retailer like this, the search results page works as the shop window.
Goal
Get a Reddit thread that mentions the store into the top 20 of Google Ukraine for the Ukrainian-language query “buy an air conditioner with a warranty”.
Task
The campaign had to:
- Appear in Google through Reddit for a commercial, purchase-intent query
- Work in a market where the Ukrainian Reddit audience is small and relevant threads are few
- Keep the brand mention natural, as part of a conversation rather than an ad
Strategy
Phase 1: Comments in existing threads. We started with what already existed. We found two relevant Ukrainian threads and left one comment in each, mentioning the store. It put the brand in front of the audience, but the supply of such conversations was too thin to carry the whole campaign. That decided the rest of the strategy: the main bet had to be a thread of our own.
Phase 2: An original optimized post. We published an optimized post in r/Ukraine_UA, written as a buyer’s question: where is it safer right now to buy an air conditioner with an official warranty and installation? The target query was built into the title and text without keyword stuffing.
Phase 3: Mention, boosts and upvotes. A separate comment under the post recommended the store, so the mention reads as part of the discussion rather than as advertising inside the post itself. Five boost comments — supporting replies that do not mention the brand — kept the conversation going and made the thread look alive, and 20 upvotes gave the post its first activity signals.
Results
A month after launch, the post that mentions the store ranks at position 2 on Google Ukraine for “buy an air conditioner with a warranty”, right next to the websites of specialized retailers. The target was the top 20; the post took second place, in the upper part of the first page.
The whole campaign — two comments in existing threads, one original post and its support — cost $205 for the month.
Result: position 2 on Google Ukraine against a top-20 target, in 1 month, for $205.
Why It Worked
The first reason is the platform itself. A small Reddit audience does not mean small visibility: a Ukrainian-language discussion on Reddit can still appear on Google in the same results as commercial sites. Why Google ranks such threads this high is a hypothesis, not something this case proves; the results screenshot only shows that it happens for a purchase-intent query.
The second reason is format. A post written as a real buyer’s question likely matches the intent behind the query, and a recommendation in a separate comment reads as advice from the community rather than a pitch. Boost comments and upvotes help the thread look like a live discussion.
The third reason is the decision to build rather than wait. With only two relevant threads available, comments alone would likely have capped the result; the original post did not depend on them.
Conclusion
Ukrainian Reddit will not hand a brand a long list of ready-made threads, so this campaign did not depend on finding them. It created one conversation, supported it, and within a month Google was showing it next to commercial sites. For businesses in a similar position — a commercial niche, a small local Reddit audience — the takeaway is practical: the number of existing threads is not a ceiling. A well-built post of your own can reach the first page — here, it reached position 2.
Hi! I'm Viktoriia 👋
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