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. Retracing Captain Scott’s tragic 1912 British Terra Nova Expedition, this journey remained unfinished, until today. More than just an incredible journey of mental and physical endurance, the Scott Expedition is a message to the world about perseverance. To build awareness and gain support, social media was integral at every stage along the way, from preparation, packing, and training to maintaining communication from the harshest place on Earth. Once in Antarctica, technology was Ben and Tarka’s only lifeline to communicate with their team, families, and the rest of the world. Hootsuite helped the team amplify the story and build a community around their mission.

1. Success Story:
Scott Expedition
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. Retracing Captain Scott’s tragic 1912 British Terra Nova
Expedition, this journey remained unfinished, until today.
More than just an incredible journey of mental and physical endurance,
the Scott Expedition is a message to the world about perseverance. To
build awareness and gain support, social media was integral at every stage
along the way, from preparation, packing, and training to maintaining
communication from the harshest place on Earth. Once in Antarctica,
technology was Ben and Tarka’s only lifeline to communicate with their
team, families, and the rest of the world. Hootsuite helped the team
amplify the story and build a community around their mission.
Overcoming Communication Challenges
in Antarctica
The Scott Expedition is a 1,800-mile (2,900km), four-month return journey
on foot from the coast of Antarctica to the South Pole. Ben and Tarka
pulled packed sleds weighing up to 200 kilograms each in temperatures
as low as -50°C, while facing 71 kilometer-per-hour winds. As the
longest unsupported polar journey on foot in history, the risks were
unprecedented.
SUCCESS STORY: SCOTT EXPEDITION
Shared daily
multimedia in
real time
Connected with
over 15,600 fans
worldwide
Engaged and
shared content
with followers
Connected with
followers and
teammates
around the world

2. “Antarctica challenged me and humbled me so deeply that I’m not sure
I’ll ever be able to put it into words.” – Ben Saunders at TED2014, ‘The
hardest 105 days of my life.’
To overcome communication barriers in Antarctica due to its remote
location, Ben and Tarka relied on advanced technology to get wifi
in their tent. To achieve this feat, they used an ultrabook with Intel’s
4th Generation technology powered by Antarctica’s 24-hour daylight.
Having wifi in their tent allowed them to be connected through social
media and share daily blogs, photographs and videos with the world.
Social Media’s Role in Communicating their
Mission
The social media team, namely Ben, Tarka and Francesca, started
to build awareness 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.” With over 2400
and 2700 YouTube views respectively, their videos provided great
insight and helped build a community around the mission.
Once Ben and Tarka were in Antarctica, social media’s role became
essential. Beyond the mental stimulus for Ben and Tarka, blogging
connected them with the rest of the world and their team back in
London. Fans could follow the expedition’s progress in real time, watch
videos, see photographs and read inspirational words. In the London
headquarters, the social media team re-shared the blog posts to over
15,600 fans and followers on Facebook, Twitter, YouTube, Google+ and
Instagram, to keep the adventure alive.
“Welcome to The Scott Expedition”
Click to view the video in your
browser
“Considering that
Antarctica is one
of the coldest, most
inhospitable and
inaccessible places
on earth, having
a real time wifi
connection is unreal”
Francesca Beeching, Marketing
Communications Manager, The Scott
Expedition
SUCCESS STORY: SCOTT EXPEDITION

3. “Amazing Insight into Packing Lightly
for a Polar Expedition”
Click to view the video in your
browser
“Hootsuite helps us oversee
our content, channels, and
communities to make sure
we’re engaging and spreading
awareness.”
Francesca Beeching, Marketing
Communications Manager, The Scott Expedition
SUCCESS STORY: SCOTT EXPEDITION
The Scott Expedition was initially drawn to Hootsuite for its ability
to schedule messages. However, after connecting with Hootsuite’s
Social Media Coaches, they learned how to set up streams to monitor
multiple channels and keyword searches on Twitter. This enabled
them to listen to what their audience talked about and tap into wider
discussions on exploration and Antarctica. The Scott Expedition saw a
significant increase in follower growth and began building a community
by connecting with their audience through relevant content.
“The blog was a lifeline in a way, the lack of mental
stimulus was incredibly difficult. The mental
challenge far outweighed the physical”
Ben Saunders, Explorer, The Scott Expedition
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