ADDVERT built a strategy that looked to adapt their content and distribute it through channels with young-leaning audiences without compromising the integrity of their news. This comprised of a blend of paid, organic, influencer and activations. We build partnerships with key youth voices, creators, and brands, including The Champagne Socialist, UNiDAYS, and UK Fact Check, as well as building a presence on channels such as TikTok and Reddit. Much of the creator work referenced the client’s articles, bolstering the perception of Byline Times as a trusted news source among their audiences. In addition, we took to the streets to film UGC-style content as well as reformatting existing articles into attention-grabbing, social-friendly formats to appeal to the younger audience base. Supplementary to this, we engaged in guerrilla marketing tactics, activations, and tube ad campaigns that were also turned into social-first content. Our partnerships attracted young audiences to Byline Times and established a brand new market segment, whilst our high quality and reactive content produced a steady stream of viral content, with some post reaching over 1.5 million people organically.