New Scientist Built an Intent Pool to Convert
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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 educator breaking down logic, myths, and physics for millions. Known for clear storytelling and high viewer retention.
Interests
🧠 Critical thinking
🔬 Physics
🎓 Education
Delivered 74% of all impressions
50%+ video retention on YouTube
Strong CTA integration mid-video
1M+
@feleciaforthewin
STEM creator and 'nerdy hype woman' using charm and clarity to make science relatable. Champion of chemistry and women in STEM.
Interests
🧪 Chemistry
📚 Science literacy
👩🔬 Women in STEM
10.4% ER and 561 organic clicks
Low-fi FaceTime-style storytelling
High engagement across Reels & Stories
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.
🔬 STEM macro creators with US reach
🚀 Boosts across Meta, TikTok, YouTube
📺 YouTube and Reels for long-tail views
🗣️ Conversational creator content
⏱️ Timed boosts to lift CTR results
Research Insights
Results
Campaign Results
Research statistics
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
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
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
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 🌶️