Creators Drove Clicks for The Week Jr UK
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Background
Objectives
Drive high-quality traffic, boost link clicks, and increase organic and paid subscriptions by reaching parents of kids aged 8–14 with education-first values.
Raise awareness of The Week Junior, encourage trial through a compelling “6 weeks for £1” offer, and position TWJ as an educational and family-friendly gift.
Goals
Drive link clicks to subs page
Grow paid subs via influencer ads
Build storytelling around families
1M
@muddlethroughmummy
Unfiltered parenting creator known for honest storytelling & daily chaos.
Interests
👩👧 Parenting
🤱 Motherhood
👨👩👧👦 Family life
📚 Routines
812 organic story clicks
Strong family storytelling
High audience trust
10K
@londonfamilychronicles
London-based mum sharing affordable family days out & educational ideas.
Interests
👨👩👧👦 Family travel
🏙️ City parenting
🏛️ Museum trips
🌍 Inclusive family life
13.38% ER
141 bio link clicks
Represents diverse voices
323.7K
@carlafreemancomedy
Parenting comedy creator known for viral skits & fun reels.
Interests
👨👧 Parenting
🎭 Comedy
🏡 Lifestyle
📈 TikTok trends
Strong audience loyalty
High ER on TikTok
Delivered standout humor
158K
@kids_and_the_commute
Working mum sharing life on the move & parent hacks.
Interests
🚆 Commuting
👨👩👧 Parenting
😂 Humour
🎒 School prep
22% paid ER
2.72% CTR
Great IG + TikTok use
919K
@mykindamum
Former teacher and mum of three, Claire shares raw moments of motherhood.
Interests
👩🏫 Parenting
📚 Education
🧘 Wellness
⏰ Routines
129K organic reach
Emotional storytelling
Strong demo alignment
486K
@readingroots.uk @readingroots
Literacy expert and parenting coach inspiring reading confidence.
Interests
📖 Reading
📘 Education
👩👧 Parenting
🎓 Coaching
Clear ed-tech fit
High trust in audience
Authentic value
Strategy
Meet our Influencers
Creators shared honest, family-first moments with The Week Junior. Content leaned into storytelling, user-generated formats, and real footage of kids reading the magazine.
Reels, Stories, and TikToks were created with clear CTAs and overlay messaging. Content reflected each creator's voice while promoting The Week Junior as an educational gift.
Research Insights
Results
Campaign Results
Research statistics
The campaign harnessed trusted family creators on Instagram and TikTok to deliver authentic storytelling tailored to parents, sparking high-quality link clicks and building enduring awareness for The Week Junior as an educational, family‑friendly subscription
The campaign harnessed trusted family creators on Instagram and TikTok to deliver authentic storytelling tailored to parents, sparking high-quality link clicks and building enduring awareness for The Week Junior as an educational, family‑friendly subscription
Impressions
943K
34% above target reach across platforms
Engagements
58K
451% overperformance against benchmark
Link Clicks
13.2K
1,070% above target from influencer content
Top CTR
2.93%
Highest single creator performance
Impressions
943K
34% above target reach across platforms
Engagements
58K
451% overperformance against benchmark
Link Clicks
13.2K
1,070% above target from influencer content
Impressions
943K
34% above target reach across platforms
Because of your first post about this, my girl now reads this!
Wow, amazing! I'm going to buy!
Engagements
58K
451% overperformance against benchmark
Because of your first post about this, my girl now reads this!
Link Clicks
13.2K
1,070% above target from influencer content
Top CTR
2.93%
Highest single creator performance
Impressions
943K
34% above target reach across platforms
Engagements
58K
451% overperformance against benchmark
Wow, amazing! I'm going to buy!
Impressions
943K
34% above target reach across platforms
Engagements
58K
451% overperformance against benchmark
Link Clicks
13.2K
1,070% above target from influencer content
Impressions
943K
34% above target reach across platforms
Because of your first post about this, my girl now reads this!
Wow, amazing! I'm going to buy!
Engagements
58K
451% overperformance against benchmark
Key Learnings
CTA clarity drives conversions
“6 weeks for £1” performed strongest by far, proving that a compelling, simple offer drives better trial signups and purchase intent.
Relatability trumps polish
Everyday parenting creators outperformed polished content, showing high trust and deeper engagement with relatable voices.
Story frames win for traffic
Daisy’s IG Stories led traffic across formats, showing timed story drops with links are more effective than Reels alone.
Retargeting lifts performance
Daisy’s warm audience retargeting delivered a 3.72% CTR vs 2.12% for cold traffic, proving the power of layered targeting.
Ready to elevate your marketing strategy?
Let’s add some spice to your next campaign 🌶️
Because of your first post about this, my girl now reads this!
Wow, amazing! I'm going to buy!