The Challenge
Traditional media brands face the ongoing challenge of staying relevant with younger audiences. For The Austin American-Statesman and The Tennessean, the question was: How do we reach the next generation in a way that feels authentic, local, and engaging?
The opportunity was clear—partner with trusted local voices who already connect with these audiences daily on social media.
Our Approach
We launched influencer partnerships in February 2024 and refreshed creative monthly through November. The goal was simple: bring our journalism to new audiences by collaborating with creators whose content naturally aligned with our coverage areas—food, music, development, history, and community life.
We tailored every brief to each creator’s strengths, ensuring that the content didn’t feel like an ad, but instead extended their voice while introducing our reporting.
Creative Execution
Austin Creators
forrestfromtexas — Seventh-generation Texan sharing quirky state history, promoting our Think Texas newsletter.
exploreatx_ — Lifestyle creator highlighting things to do and where to eat, promoting Food & Dining and Events content.
Nashville Creators
winedinenashville — Dining influencer partnering with our food reporter to spotlight cheap eats and breweries.
nashvillewithcaitlin — Realtor and lifestyle creator breaking down major growth and development projects for locals.
nashvillehiddengems — Food creator showcasing Nashville’s international dining corridor with our reporting team.
NIL Partnerships
As part of this program, we also piloted our first NIL influencer collaborations, leveraging the unique voices of collegiate athletes whose credibility extends far beyond sports.
Kelvin Banks — A starting offensive tackle for the Texas Longhorns and future NFL draft pick, Kelvin moonlights as a BBQ reviewer. We paired him with Statesman food critic Matthew Odam to create content around Austin’s BBQ scene—bridging sports, food, and culture in a way that felt authentic to both audiences.
Madisen Skinner — A three-time NCAA Champion in volleyball and one of UT’s most recognizable athletes, Madisen partnered with UT beat writer Danny Davis to discuss the role of journalism in her career. From clipping articles as a kid to seeing young fans inspired by coverage today, her story underscored the value of local reporting in shaping community and confidence.
The Results
The influencer partnerships produced 15 videos across two markets, driving impressive engagement:
25.8M impressions
76K clicks
1.8M video views
Performance by platform:
TikTok — 21.7M impressions, 70K clicks, 1.6M views
Meta — 4.1M impressions, 6.4K clicks, 116K views
The Impact
By embedding our journalism into content that felt natural in local creators’ feeds, we reached millions of people with stories that matter to their daily lives. The NIL partnerships gave us a breakthrough way to connect with sports fans and younger audiences, showing that trusted journalism has a place in culture far beyond the newsroom.
Role: Head of Creative Studio, Strategy Lead