Creators Drove Niche Subs for Cyclist Mag
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Background
Objectives
Cycling enthusiasts and hobbyists across the UK who are actively consuming creator-led content on YouTube and Instagram, with a high interest in endurance sports, gear reviews, and long-form storytelling.
Build affinity for Cyclist magazine as a credible, modern and relevant voice in the sport by integrating the title into authentic creator content, while also driving direct subscriber conversions.
Goals
Drive subscriber conversions through direct clicks and measurable ROI
Integrate Cyclist magazine naturally into influencer-led content
Strengthen the brand’s position as a premium, performance-led publication
154,400
@Cade_Media | @francisccade
Francis Cade is a cyclist, content creator, and filmmaker who has built a loyal global following through his YouTube channel, where he documents the highs, lows, and gritty reality of life on the bike.
Interests
🚴♂️ Road Cycling
🎥 Filmmaking
🌍 Travel
🧢 Gear Reviews
High Trust & Niche Credibility
Storytelling Through a Performance Lens
Strong Cross-Platform Reach with Evergreen Value
117k
@cameronjeffers | @Cameron_Jeffers
Cameron Jeffers is a competitive cyclist and content creator known for his high-energy, POV-driven cycling vlogs, gear reviews, and training diaries.
Interests
🚴♂️ Road Cycling
🎬 Gear Reviews
🗺️ Travel & Racing
🧢 Cycling Culture
Deeply Embedded in the Cycling Community
Strong Visual Style & POV Storytelling
Proven Engagement on Both YouTube and Instagram
Strategy
Meet our Influencers
Pepper delivered full campaign execution, from influencer identification and briefing through to performance tracking and wrap reporting. We worked with creators across Instagram and YouTube, managing content delivery that exceeded targets on every platform.
The campaign included 2 YouTube integrations, 2 grid posts and 14 Instagram story frames—more than double the contracted number. YouTube content alone drove over 67K views, and Instagram generated 145K+ impressions. In total, we delivered 1,806 clicks and 134 attributed orders.
- Niche-based creator selection
- YouTube & Instagram delivery
- Phased campaign rollout
- Editorial-style YouTube content
- CPC & conversion tracking
- Attribution-based performance
- Collaborative briefing & incentives
Research Insights
Results
Campaign Results
Research statistics
Content Output
+133%
Over Plan
Engagement Rate
+112%
Over Benchmark
Impressions
+65%
Over Benchmark
Clicks
+284%
Over Benchmark
Content Output
+133%
Over Plan
Engagement Rate
+112%
Over Benchmark
Impressions
+65%
Over Benchmark
Content Output
+133%
Over Plan
Engagement Rate
+112%
Over Benchmark
Impressions
+65%
Over Benchmark
Clicks
+284%
Over Benchmark
Content Output
+133%
Over Plan
Engagement Rate
+112%
Over Benchmark
Content Output
+133%
Over Plan
Engagement Rate
+112%
Over Benchmark
Impressions
+65%
Over Benchmark
Content Output
+133%
Over Plan
Engagement Rate
+112%
Over Benchmark
Key Learnings
Story Content Should Be Video
Future briefs should clarify story content must be video to avoid mixed formats.
Placement Affects Performance
Francis placed CTA at end, Cameron at start - future testing should explore impact.
Magazine x Creator Bond Builds Trust
Deeper editorial collab could boost brand alignment and audience affinity.
Diversity Needs Prioritising
Campaign lacked creator diversity; future work should address broader representation.
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