1. Visit Scotland Outlander Case Study
#SCOTLANDERS
Visit Scotland Outlander Case Study
September 2017

2. The Campaign
The Scotlanders and guests Kristy Ashton and Sophie Maulevrier (from Ooh My World) challenged themselves to visit the 28 Outlander locations from VisitScotland’s map over the course of a weekend. The aim of the campaign was to encourage social media users and Scotlanders fans to venture out and explore all Outlander filming locations in Scotland.
The 3 teams followed different itineraries from Saturday morning, at 8am and visited Oultander locations until Sunday at 6pm. One team went North, another team explored Midlothian and Fife and another team covered parts of Midlothian, Dumfries, Ayrshire and Glasgow.
The #Scotlanders campaign lasted two days (the weekend of August 26th and 27th).
Social Media
Over the weekend, the 4 Scotlanders and their two guests promoted all their activities on Outlander locations using the hashtag #Scotlanders on several social media channels, mostly on Twitter, Instagram, Facebook and Periscope. These were used in real time throughout the weekend, along with pre and post campaign interaction.

3. Social Media Coverage Pre-campaign & Campaign Total Twets: +1600
Contributors on Twitter: 608
Total Impressions (Twitter): +7.2 million
Total Audience (Twitter): +1.8 Million
Instagram photos: +50
Instagram likes: +20k
Periscope videos: 3
Periscope views: +8k
Total Facebook reach: +40k
Total Instagram Live Views: +60k

4. Twitter Campaign Total Twets: +1170 Contributors on Twitter: 493
Total Impressions (Twitter): +5.8 million
Total Audience (Twitter): +1.4 million

5. Best Tweets

6. Best Tweets

7. Best Tweets

8. Best Instagrams

9. Best Instagrams

10. Best Facebook Posts

11. Best Facebook Posts

12. Blog posts
Travels with a Kilt: The Ultimate Outlander filming location challenge
Mad About Travel: Ruta Outlander de dos días: 11 lugares imprescindibles
La Retour: A guide to the ultimate Outlander road trip
Ooh My World: Découvir l’Écosse à travers la serie Outlander
Kristy Ashton: I am a Scotlander

13. THANK YOU! Get in touch: info@thescotlanders.com Twitter: @scotlanders