Lochcarron of ScotlandA bespoke SEO content marketing campaign that delivered.
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.
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:
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!