Anglo American: Global social strategy


Stratgy

The big, bold goal for Anglo American was to reimagine mining to improve people’s lives. All of our marketing initiatives aligned with this mission.

Control and freedom are both key for corporate social media management. After creating insights reports for seven regions, global sentiment for mining didn't reflect its true role in our future. Our plan found new ways to use social media to communicate the modern mining message.

We found that the key to success was Anglo American’s people, which is why we wanted to create an inclusive social media marketing programme. Through understanding the drivers, barriers and concerns of these groups, we were able to supercharge engagements with Anglo American’s key audiences.


Creation

We developed a fresh visual language focusing on innovation and sustainability, using scientific data and overlays.

Anglo American’s cutting-edge approach to science and technology needed to be reflected in the new content approach, while also using its heritage and stability to keep the design rooted. After extensive creative workshopping and testing ideas, we developed a fresh visual language, focusing on innovation and sustainability, using scientific data and overlays to give the campaigns an intelligent, sophisticated feel.


Activation

To amplify our creative efforts, we leveraged the internal talent and resource at Anglo American by engaging with change makers.

These are influential people in Anglo American’s network who can accelerate a positive, personality-driven message. Working with key leaders in the business, we created a series of executive profiling campaigns.

As one example, we worked with the Head of Inclusion and Diversity. Part of her goal is to encourage the broader adoption of particular initiatives within the whole mining industry. We researched and identified key figures online - either within diversity and inclusion, or mining - for her to reach out to for maximum impact. We then created content, from long form LinkedIn articles to blog content for the website, to enable her to share thoughts and start conversations – ready to create change.

40M
Impressions
477K
Engagements
240%
Increase in post clicks


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Anglo American

Anglo American is one of the world’s biggest mining companies – both an innovator and a champion of sustainability in one of the most important sectors of the global economy.

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ramiz.abusham@thisisthetree.com