Question reference: S5W-34622
- Asked by: Maurice Golden, MSP for West Scotland, Scottish Conservative and Unionist Party
- Date lodged: 18 January 2021
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Current status: Answered by Michael Russell on 29 January 2021
Question
To ask the Scottish Government what information it has regarding how many members of the GlobalScot network have shared content from the Scotland is Now campaign through social media.
Answer
Brand Scotland recently launched a digital marketing campaign, targeting audiences in Europe, to communicate Scotland's continued commitment to Europe and to encourage European partners to help keep Scotland at the front of people’s minds as a place to live, work, study, visit and do business following EU Exit.
The campaign film, Scotland is Here launched on Scotland is Now social channels on 1 January and ran until 14 January, primarily targeting France, Germany, Belgium, Spain and Ireland and supporting content continues to be served over social channels.
As with all such campaigns, the core campaign was produced by Brand Scotland, and was followed up with complementary activity from Brand Scotland partner organisations who share content across wider networks and among stakeholders, with Scottish Enterprise inviting support from the GlobalScots network. The Scottish Government does not hold details of how many members of the network chose to share the content.
The campaign is yet to complete in full and an evaluation will be carried out however, by 20 January 2021 it had gained over 14.5 million views worldwide, reached over 52 million people in our target markets and increased our non UK social followership on Brand Scotland channels by 76%. One follower commented: ‘Thank you so much Scotland. You’ll always be in our hearts. We love your brave people and marvellous landscapes’. There were over 988 thousand engagements with many more comments of a similar sentiment.