Broadening the readership of The Times and Sunday Times

The Times and Sunday Times set out to broaden readership by shifting perceptions and building trust in their journalism. The goal was to drive awareness, traffic, and subscriptions through social media - using influencer storytelling to showcase the brand’s quality and real-world relevance.

We collaborated with six female UK Creators, a mix of nano, micro, mid-tier and macro across diverse verticals to create engaging, thought-provoking content across Instagram and TikTok. Using a mix of content formats (stills, videos and stories), we brought The Times and Sunday Times to life in a way that felt relevant, authentic, and engaging, demonstrating how The Times’ offering inform smarter, healthier, and more curious lifestyles; driving genuine engagement and quality traffic to the website.