Warhammer 40K Advertising Strategy
YouTube & Reddit — Platform Rationale, 90-Day Budget & Creative Brief
Prepared by Tayloe/Gray | tayloegray.com
Platform Selection
The Warhammer 40K miniature painting audience is spread across multiple platforms, but two stand out for Iwata based on where painters actively research and purchase gear. Airbrushes are a considered purchase — players invest in one once they are committed to the hobby — which means advertising in high-intent environments is key.
90-Day Campaign Budget
The following budget is structured for a 90-day run across both platforms. Spend is weighted toward YouTube as the primary conversion driver, with Reddit supporting discovery and consideration.
Cost benchmarks: YouTube runs $0.05–$0.10 per view (skippable in-stream) and $5–$12 CPM for hobby/niche targeting. Reddit runs $0.50–$2.00 per click and $3.50–$10 CPM for subreddit-targeted placements — 15–40% cheaper than comparable platforms.
YouTube — Creative Requirements
Three ad formats are needed to run a full YouTube campaign. All can be produced from a single shoot session.
Targeting Approach
Keyword targeting stacked with direct placement on top painting channels (Miniac, Vince Venturella, Squidmar Miniatures) and custom intent audiences of users who have searched airbrush-related terms on Google within the past 30 days.
Production Note
Authentic, hobbyist-style footage outperforms polished studio ads in this community. Close-up macro shots of the airbrush in use, shot with good lighting, are sufficient creative for the test phase.
Reddit — Creative Requirements
Three ad formats cover the Reddit placement. Creative must feel native to the platform — community-first tone, not promotional.
Target Communities
- r/minipainting (primary)
- r/Warhammer40k
- r/ageofsigmar
- r/killteam
Copy Approach
Avoid brand-first openers and superlatives. Reddit audiences respond to authenticity. Ads written in a conversational, hobbyist voice earn higher engagement, which lowers effective delivery cost on the platform.
Campaign Offer
The anchor offer across all placements: 25% off NuWorlds Paint with any Iwata airbrush purchase. This is the call-to-action on all YouTube and Reddit creative.
Reduces Friction
Reduces friction on a $150–$300+ purchase by bundling immediate, tangible value.
Complete Starter Kit
Gives new buyers everything they need to start — tool and paint in one transaction.
Strong Headline
'25% off NuWorlds Paint with your first Iwata' — compelling enough to lead every creative unit.
Iwata Airbrush × Tayloe/Gray
Let's put Iwata in front of every painter ready to level up!
TAYLOE/GRAY
221 N. 2nd Street / Wilmington, NC 28401
Iwata Airbrush