In October 2013, British adventurers Ben Saunders and Tarka L’Herpiniere set out on the Scott Expedition across Antarctica to the South Pole and back—on foot. The journey retraced Captain Robert Falcon Scott’s 1912 British Terra Nova Expedition—a trip that ultimately claimed the lives of Scott and his entire crew.
- YouTube views
- fans & followers
What they did
Overcoming communication challenges in Antarctica
The Scott Expedition was a 1,800-mile, four-month return journey on foot from the coast of Antarctica to the South Pole. Throughout the journey, Ben and Tarka pulled sleds twice their weight through relentless arctic winds and extremely cold temperatures.
To overcome communication barriers posed by Antarctica’s remoteness, Ben and Tarka relied on advanced technology to get Wi-Fi access to let them connect to social media and share daily blogs, photographs, and videos with the world.
How they did it
Using social media to engage in real time
Ben and Tarka worked with the expedition's marketing communications manager, Francesca Beeching, to build awareness of their adventure nearly a year in advance. They did this in part by sharing educational videos such as “What to Pack to Survive in Antarctica” and “How to Train for a Polar Expedition.”
Once Ben and Tarka started their walk in Antarctica, social media became an essential connection to the outside world, and provided much-needed mental stimulus for the explorers.
In their London office, Francesca relied on Hootsuite to manage the team’s content and various social media channels, so fans could follow the expedition’s progress in real time through videos and photographs and by reading their inspirational words.
Hootsuite helps us oversee our content, channels, and communities to make sure we’re engaging and spreading awareness.
Building a loyal group of fans and followers
The Scott Expedition saw a significant boost in followers by connecting with their audience through relevant social content.
With over 200K YouTube views, their videos have provided great insight and helped build a lasting community around the mission.
In the London headquarters, the social media team re-shared the blog posts to over 15,600 fans and followers on Facebook, Twitter, YouTube, Instagram, and Google+ to keep the adventure alive.Download the full version of this case study