How We Turned Niche Influence into Massive Brand Reach for Readly
COMPANY
Readly
ROLE
Influencer Marketing
Readly, the all you can read digital magazine platform, needed to win over UK users aged 35+, a demo typically loyal to print.
The brief: increase brand awareness and sign-ups through YouTube, without paid media.
The challenge? Shift consumer habits while cracking niche targeting on a platform not known for immediate conversions.
We built a YouTube-first influencer campaign with zero paid spend, proving that smart niche targeting can still drive high intent and strong ROI.
Creator Selection
Partnered with creators across various lifestyle niches.
Prioritised channels with an engaged, mature UK audience.
Focused on creators who could naturally integrate Readly without hard selling.
Content Strategy
Built content around education, value, and discovery.
Messaging focused on convenience, affordability, and the free trial offer.
Encouraged creators to highlight specific magazine titles their audience would care about.
Paid Ads Strategy
Used entirely organic YouTube content, with no paid amplification.
Delivered ~10 new creator videos per month.
Focused on longer-form, trust-building formats where the Readly pitch could land authentically.
Optimization
Identified top-performing creators and niches early.
Refined briefs and messaging based on content that drove clicks and conversions.
In month 3 alone, sign-ups outpaced the entire previous 60 days.
Here’s what happened when we combined deep audience insight with organic creator trust and no ad spend.
Reach
Over 1 million organic YouTube views in just 30 days.
Performance
Drove 1,100+ clicks in the same period.
Conversion Growth
Optimised performance led to more sign-ups in one week of month 3 than in months 1 and 2 combined.