21 Million Site Views in 10 Days

Marketing Scotland to China 2016 / Case Study

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We were delighted when Unique Events - the dynamic team behind the official Edinburgh Hogmanay celebration approached us with a view to helping them manage the Chinese marketing activities for Hogmanay 2015. The project was backed by the Scottish Government and Edinburgh Tourism Action Group ( ETAG ).

The campaign involved prominent Chinese bloggers, brought over to review /cover/promote Edinburgh’s Hogmanay celebrations plus wider Scottish activities. We simultaneously launched a digital campaign encompassing social media tracking, management, bilingual content curation and the collection of Chinese social media analytic data.

Digiology working with Chinese bloggers at Edinburghs Hogmanay

Running for 10 days from December 28th 2015, the Blogmanay campaign started at an impressive rate and grew exponentially. On December 28th and 29th, unique traffic flowing in totalled 49,000 views. By the end of campaign this number grew to an unprecedented 21.6 million views.

Kelvin from Digiology China at work marketing Hogmanay to China

We also ( through the strategy put in place ) managed to get the Hogmanay celebrations to trend on the Home page of Chinas version of Twitter called Weibo. This lasted across a 2 day period gaining enormous further exposure. As we don't have access to analytics for Weibos Home page, we can only guess at how many people saw the brand.

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