Lochcarron of Scotland
As the world’s leading manufacturer of tartan, Lochcarron of Scotland required a content marketing campaign that provided a boost for rankings and traffic related to tartan keyword searches.

Strategy

Our in-house team got straight to work, researching interesting and newsworthy ways to uncover Scotland’s heritage. After extensive research, we decided to focus on Scotland’s Clan History.

Throughout our research we discovered a number of clan maps, however these were all lacking an interactive element that allowed users to truly engage with the content.

To gain links, the aim was to take an already popular idea, a clan map of Scotland, and add an interactive element to it to make it more engaging, linkable and shareable.

The clan map would also feature a picture of the clan’s tartan and have a link through to that specific product page.

Idea

Firstly, we did some pre-outreach and contacted each clan society. We asked if they could send us a brief history of their clan, their clan badge, their clan motto, the name of their approved tartan and their current clan chief.

After getting the initial feedback from the clans and validating our idea, we hand drew on the map the areas we wanted to include and then the designers begun turning it into a PSD file.

The map allows users to hover over each clan name and discover the clan history, motto, and tartan specific to this clan:

http://www.lochcarron.co.uk/clanmap/

The Outcome

Lochcarron’s interactive map provided a great way for users to trace their Scottish heritage and learn all about Scotland’s clans and tartans!

The clan map was published on leading Scottish websites, including The Scotsman, Scotland Now and The National and received 159 links in total.

The map received over 7,000 shares on social media and continues to drive targeted, engaged traffic to the Lochcarron website! They have achieved their biggest day, week and month of traffic to the site and sessions are up by 139% MoM, 185% YoY.

Further to this, the campaign received a nomination in both the UK Search Awards and The Drum Marketing Awards!

Publications

The content got published by a wide variety of publications including many high domain authority websites including the below:

Testimonial

We are absolutely thrilled with the results that Best Response Media achieved for us with the Clan Map content marketing campaign. Not only have we seen a boost in traffic and revenue, the campaign was nominated in both the UK Search Awards and The Drum Marketing Awards as well!
Lochcarron of Scotland

our clients include

  • birkenstock
  • leica
  • zaha hadid
  • bioeffect
  • french-connection
  • chinti and parker
  • nigelhall
  • scribbler
  • lochcarron
  • heathcote and ivory
  • the natural shoe store
  • hantec
  • mypure
  • black-tomato
  • conrad
  • dean-morris
  • fahri
  • fly-53
  • foyles
  • go-ape
  • fahri
  • hughes
  • lolly
  • lords
  • mm-direct
  • olympia
  • orlebrown
  • racing-green
  • thisworks

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