Qualified Creators Drove Award-Winning FT CPA
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Background
Objectives
Educate audiences on FT’s offerings and motivate them to subscribe using a limited-time 50 percent discount.
Reach a mature, professional, and predominantly female demographic, grow standard digital subscriptions and test creator-led content across multiple platforms.
Goals
Boost subs via creator storytelling
Engage women 35+ in UK and US
Lower CPA with influencer trust
4.6M
@steven
Entrepreneur and podcast host with broad business influence and credibility across editorial content.
Interests
💼 Business
🧠 Thought leadership
⏱️ Productivity
🚀 Startups
Drove 64 total conversions
2,353 LinkedIn clicks
Trusted voice for FT’s audience
406k
@josieldn
Cotswolds-based creator sharing elegant countryside living, slow fashion, and refined lifestyle inspiration.
Interests
👗 Fashion & beauty
🌿 Cotswolds lifestyle
🏡 Home & interiors
☕ Wellness moments
Affluent UK audience
Premium aesthetic tone
Strong female reach
376.3k
@elizabday
Bestselling author, podcaster, and thought leader exploring failure, identity, and modern life with emotional intelligence.
Interests
📚 Books & writing
🎙️ Podcasting
🧠 Emotional growth
🐱 Cat lover
Intelligent female audience
Cultural credibility
Empathy-led storytelling
14.5m
@erikakullberg
Lawyer and finance creator known for breaking down legal rights, money hacks, and smart consumer tips in viral formats.
Interests
💰 Personal finance
⚖️ Legal rights
🛍️ Consumer tips
📊 Money hacks
Massive global reach
Clear financial voice
Trusted advice format
600k
@highperformance
Chart-topping UK podcast sharing lessons in leadership, mindset, and resilience from world-class performers.
Interests
🎙️ Performance mindset
📈 Personal growth
🧠 Mental resilience
💼 Leadership lessons
Smart, driven audience
Trustworthy business tone
Strong UK male reach
Strategy
Meet our Influencers
The campaign strategy focused on thought leadership and trust, featuring authoritative creators to inspire credibility. Content incorporated both static and video formats tailored for high engagement and conversion across IG, LinkedIn, TikTok, and Twitter.
The campaign used a blend of Reels, Stories, Tweets, TikToks, and LinkedIn posts. Messaging highlighted editorial integrity, ease-of-use of the FT Edit app, and the limited-time subscription offer. Special attention was given to platform-specific optimization, e.g. replacing IG Stories with LinkedIn posts when engagement dropped.
🌐 Multi-platform strategy across Instagram, TikTok, Twitter, and LinkedIn
🔁 Platform substitution (e.g., IG → LinkedIn) based on real-time data
📢 Paid usage rights with redistribution across PPC, Spark Ads, LinkedIn Mail
🧠 Hero-led storytelling: creators recommended FT Edit on branded landing pages
🎬 Static content A/B tested vs. video for CTR optimization
🚀 Targeted boosting on Meta and Twitter
🎯 Retargeting audiences with paid ads post-organic viewing
Research Insights
Results
Campaign Results
Research statistics
Impressions
2.4M
137% to goal
Reach
1.6M
118% to target audience
Top Performer
64 signups
Best conversion from single creator
Highest CTR
5.33%
Strongest engagement-to-click rate
Impressions
2.4M
137% to goal
Reach
1.6M
118% to target audience
Top Performer
64 signups
Best conversion from single creator
Impressions
2.4M
137% to goal
It's really important where we get our information and news!
Love the idea of listening to articles!
Reach
1.6M
118% to target audience
It's really important where we get our information and news!
Top Performer
64 signups
Best conversion from single creator
Highest CTR
5.33%
Strongest engagement-to-click rate
Impressions
2.4M
137% to goal
Reach
1.6M
118% to target audience
Love the idea of listening to articles!
Impressions
2.4M
137% to goal
Reach
1.6M
118% to target audience
Top Performer
64 signups
Best conversion from single creator
Impressions
2.4M
137% to goal
It's really important where we get our information and news!
Love the idea of listening to articles!
Reach
1.6M
118% to target audience
"The team were incredibly responsive to feedback and ensured everything was delivered on time: from longlisting creators to reporting on performance. We achieved excellent engagement, making us eager to work with the team again."
Key Learnings
LinkedIn Drives Conversions
For B2B audiences, LinkedIn outperformed IG 6.8x in CVR.
Static Visuals Beat Video
Editorial thumbnails delivered stronger CTRs than Reels.
Phased Strategy Wins
Shifting from IG to LinkedIn maximised results with key creators.
Editorial Exchange Boosts CVR
Featuring guest edits could lift CVR by 15 percent or more.
Ready to elevate your marketing strategy?
Let’s add some spice to your next campaign 🌶️
It's really important where we get our information and news!
Love the idea of listening to articles!