New Scientist Built an Intent Pool to Convert
.png)
Background
Objectives
Reach ABC1 US males 40+, plus younger STEM-interested readers aged 25–44, who prefer trusted science news over clickbait and follow credible creators.
Drive digital subscriptions via science-led creator storytelling, supported by boosting and retargeting across Meta, TikTok, and YouTube Shorts.
Goals
Drive traffic and trial sign-ups
Build trust in US science reporting
Spark STEM-focused discussion
2.6M
@sci_phile @realkylehill
Science creator simplifying STEM through fun, engaging content.
Interests
🔬 Science
📚 Education
🎥 Video
🌍 Discovery
Accessible STEM voice
Engaged US audience
Educational entertainment style
1M+
@feleciaforthewin
STEM creator sharing science, tech, and educational insights.
Interests
🔬 Science
💻 Tech
📚 Education
🌍 Innovation
STEM expert credibility
Engaged US audience
Inspires diverse learners
1.278m
@modernday_eratosthenes
STEM creator sharing science, discovery, and educational storytelling.
Interests
🔬 Science
📚 Education
🌍 Discovery
💡 Innovation
STEM authority voice
Engaged US audience
Educational storytelling style
11.31m
@asapscience
Science creators simplifying complex ideas through fun visuals.
Interests
🔬 Science
📚 Education
🎥 Video
🌍 Discovery
Huge global reach
Accessible STEM content
Engaging visual style
Strategy
Meet our Influencers
Creators shot short-form content in their signature styles (Reels, TikToks, Shorts), paired with up to 6 IG Stories featuring CTAs designed to spark curiosity and boost conversion.
Four macro creators produced 4 Reels, 2 TikToks, 1 YouTube video, 1 YouTube Short, and 15 IG Stories. Posts used native formats, driving clicks, trust, and STEM engagement.
Research Insights
Results
Campaign Results
Research statistics
Pepper partnered with macro STEM creators to drive US audience trust and subscription intent through native storytelling across TikTok, Instagram, and YouTube Shorts in support of New Scientist’s “10 weeks for $10” offer.
Pepper partnered with macro STEM creators to drive US audience trust and subscription intent through native storytelling across TikTok, Instagram, and YouTube Shorts in support of New Scientist’s “10 weeks for $10” offer.
Total Clicks
63K+
Including Meta retargeting results
Engagements
240K+
Across all platforms and content types
Impression Leader
Kyle Hill
Delivered 74% of all impressions
CTR Leader
Felecia
Highest engagement and click-through
Total Clicks
63K+
Including Meta retargeting results
Engagements
240K+
Across all platforms and content types
Impression Leader
Kyle Hill
Delivered 74% of all impressions
Total Clicks
63K+
Including Meta retargeting results
Is there any scientific way to increase self control?
I love these random facts and how you speak. Your vids make me want to read more 👏
Engagements
240K+
Across all platforms and content types
Is there any scientific way to increase self control?
Impression Leader
Kyle Hill
Delivered 74% of all impressions
CTR Leader
Felecia
Highest engagement and click-through
Total Clicks
63K+
Including Meta retargeting results
Engagements
240K+
Across all platforms and content types
I love these random facts and how you speak. Your vids make me want to read more 👏
Total Clicks
63K+
Including Meta retargeting results
Engagements
240K+
Across all platforms and content types
Impression Leader
Kyle Hill
Delivered 74% of all impressions
Total Clicks
63K+
Including Meta retargeting results
Is there any scientific way to increase self control?
I love these random facts and how you speak. Your vids make me want to read more 👏
Engagements
240K+
Across all platforms and content types
Key Learnings
YouTube Drives Reach
Kyle’s longform video drove 660K+ views and 43K+ engagements.
Low-Fi Wins Trust
Felecia’s casual videos outperformed polished edits across all metrics.
Boosting Works Hard
Meta retargeting generated 94% of total clicks with a 6x CTR benchmark.
Test Always-On
Sustained influencer runs can support trials and lifetime subscriber value.
Ready to elevate your marketing strategy?
Let’s add some spice to your next campaign 🌶️
Is there any scientific way to increase self control?
I love these random facts and how you speak. Your vids make me want to read more 👏