THE ASK

Outlander was coming back for a second season, shifting from the rolling hills of Scotland to the lavish life in France. We were asked to create a social campaign to build anticipation for the premiere, spark engagement across social, and continue to grow our audience of hopeless romantics.

THE SOLUTION

With a fanbase that will go to the lengths of hacking social accounts, and obsessing over the knees of our lads in kilts, we had the unique opportunity to really lean in to the fan-girl craze centered around this show. We created a social voice that spoke to our audience like we were one of the girls, and made sure to highlight as much of the steamy romance as we could.

First, we introduced our new Parisian characters. Highlighting the beautiful costume design, we embellished pull quotes that hinted to the personalities behind our cast.

For our in-season content, we embraced meme culture and developed our Women of Outlander series. Shared after episodes aired, we brought key moments into the modern-day which sparked fan engagement.

We even took to Giphy to flood the social landscape with our beloved character Murtagh. Known best for his loyalty and honest pessimism, we made sure to pull all his best lines from upcoming episodes and made them available as the episodes aired.

DAILY SOCIAL CONTENT

With a suite of work that embraced the beautiful French setting of the season, we developed a custom gold type treatment to use for our pre-premier countdowns, episode title cards, and tune-in reminders. We created episodic quote cards, our highest performing series, and designed them as a nod to our book series fans. And with a season full of scheming, we helped our audience stay on track with a content series breaking down the game plan.

THE RESULTS

169+ million impressions | 4.1+ million engagements | 272+ thousand new followers
63% positive fan conversation | Ranked top 5 for Nielsen Twitter TV (13 episodes)

AD + DESIGN | Priscilla Karamzadeh
CW | Karlee Szeliga