The Sunday Times Parent Power supplement is widely acknowledged as the most authoritative survey of the country’s best schools.
In 2019, The Times wanted to raise product consideration and drive digital subscription through an activation with parenting influencers that promoted the usefulness of the Parent Power supplement and more broadly, The Times.
To support the Parent Power list we had creators post content on Instagram educating they’re audiences on what it is and how it works.
We used the post to educate the audience in the description on what Parent Power is and the stories more on how it works and push followers to the site using Instagrams swipe up feature.
The campaign was a huge success with regards to driving direct digital subscriptions of The Times and the audience’s engagement with the content – and we over delivered on our campaign KPIs.