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
357,000
@jackbenedwards
Academic lifestyle creator known for honest reviews and book recommendations.
Interests
🎓 Education
📖 Nonfiction books
🗞️ Journalism
Natural narrative fit
Trusted by audience
Authority in literature
103k
@middleagedminx
London‑based lifestyle creator and former radio presenter.
Interests
👗 Fashion
💃🏼 Confidence
🌆 Lifestyle
✨ Empowerm
Authentic midlife voice
High engagement rates
Trusted community presence
61.5k
@drstephanieooi @the_gp_mum
UK‑based creator and medical professional
Interests
🩺 Health
📚 Education
👨👩👧 Family
📱 Digital
Trusted professional voice
Educational content style
Audience credibility
275k
@ryan.libbey
UK fitness and lifestyle creator
Interests
🏋️ Fitness
🥗 Wellness
👨👩👦 Family
🌿 Lifestyle
Fitness authority
Broad lifestyle appeal
Trusted male voice
20.4k
@ibzmo
UK creator and YouTuber known for educational and lifestyle content
Interests
🎓 Education
📖 Social issues
🌍 Community
🌆 Lifestyle
Educational storytelling
Relatable student voice
Audience trust
Strategy
Meet our Influencers
Creators delivered content across platforms. Paid media amplified content via Spark Ads and Meta retargeting to drive reach and conversions.
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
The campaign drove strong reach and engagement across diverse creators, with authentic storytelling that educated audiences about The Telegraph’s digital subscription and sparked meaningful interest in trialling the service
The campaign drove strong reach and engagement across diverse creators, with authentic storytelling that educated audiences about The Telegraph’s digital subscription and sparked meaningful interest in trialling the service
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
I love the idea of news on an app!
Love newspaper apps - so convenient!
Engagements
17.5K+
Via IG and YouTube content
I love the idea of news on an app!
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
Love newspaper apps - so convenient!
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
I love the idea of news on an app!
Love newspaper apps - so convenient!
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.
Ready to elevate your marketing strategy?
Let’s add some spice to your next campaign 🌶️
I love the idea of news on an app!
Love newspaper apps - so convenient!