Creator Collabs Drove Clicks and Conversions
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Background
Objectives
UK audiences across key verticals: Perennials (40–60s females), Stattos (news/data lovers), High Enders (40+), and Snappers (younger, digitally native conservatives).
Encourage digital subscription consideration through authentic storytelling, showcasing the Telegraph’s value, relevance, and editorial trust.
Goals
Drive Telegraph subscription interest
Show value of Telegraph journalism
Reach new and younger UK audiences
Strategy
Meet our Influencers
Creators delivered content across Reels, YouTube, Stories, Tweets and more. Paid media amplified content via Spark Ads and Meta retargeting to drive reach and conversions.
Campaign included 2 YouTube videos, 2 Tweets, 3 Instagram Reels, 12 IG Story frames, and boosted TikTok/Meta posts. Content was creator-led, CTA-optimised, and tailored to platform styles and audiences.
📚 Bookish and academic creator casting
👥 Micro and mid-tier influencer blend
📺 YouTube used for evergreen traffic
📊 UTM + survey to refine conversion
🎯 Paid retargeting on Meta and TikTok
Research Insights
Results
Campaign Results
Research statistics
Total Reach
739K+
Users reached across all platforms
Engagements
17.5K+
Via IG and YouTube content
Top Creator
Jack Edwards
Drove 70% of clicks, 60% of subs
Paid CPA
£12.19
124 subs acquired via paid media
Total Reach
739K+
Users reached across all platforms
Engagements
17.5K+
Via IG and YouTube content
Top Creator
Jack Edwards
Drove 70% of clicks, 60% of subs
Total Reach
739K+
Users reached across all platforms
Engagements
17.5K+
Via IG and YouTube content
Top Creator
Jack Edwards
Drove 70% of clicks, 60% of subs
Paid CPA
£12.19
124 subs acquired via paid media
Total Reach
739K+
Users reached across all platforms
Engagements
17.5K+
Via IG and YouTube content
Total Reach
739K+
Users reached across all platforms
Engagements
17.5K+
Via IG and YouTube content
Top Creator
Jack Edwards
Drove 70% of clicks, 60% of subs
Total Reach
739K+
Users reached across all platforms
Engagements
17.5K+
Via IG and YouTube content
Key Learnings
Trusted voices win
Niche creators like Jack and Jo outperformed big names by driving more clicks and conversions.
YouTube delivers long tail
Evergreen integrations on YouTube kept driving high-quality traffic after the campaign ended.
Retargeting cuts CPA
Meta lookalike ads delivered £7.31 CPA, significantly under benchmark and highly efficient.
Lead with education
Editorial storytelling boosted clarity and trust, helping users understand subscription value.
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