Outlander has been a huge hit for Starz, but, after three seasons, fans wanted more out of their social experience. These fans have read the books and watched the previous two seasons countless times. They wanted to relive their favorite moments, feeling the thrill and emotional connection that they felt when they watched the series and read the books. Taking this to heart, the social campaign created pieces that moved beyond simple edits and straight forward gifs. Rethinking every type of social creative in order to amplify the narrative of Outlander, and allow fans to have a real connection with the content that they engaged with online. This fan-first approach allowed the social presence to bring the magic of the show to the the feeds of millions of fans world-wide, generating billions of engagements, and creating one of the most successful social campaigns of 2017.