Despite being established and having exposure to investors and stakeholders, Lucara wanted to have one consolidated source of all information that came directly from the company. The company’s key goals were to attract and retain investors, highlight their CSR work and inform their stakeholders on corporate updates and industry news.
Mining
Lucara’s Approach Is Now an Industry Example of How to Successfully Create a Digitally-Focused Strategy That Works
The Problem
Key Question: How can we expand Lucara’s already established shareholder audience to reach a larger pool of investors and stakeholders?
SOCIAL MEDIA
Lucara Diamond
Market One set up Facebook, Twitter, LinkedIn and Instagram accounts for the client and when their 1,109-carat diamond was discovered, we made sure to align all their channels to carry the same message. Due to the large following the company had on social media, it has now become the trusted source of information for breaking news.
RESULTS
45
TOTAL FOLLOWERS
2.5
content views
EDITORIAL
Through our sections on BNN Bloomberg and Financial Post, M1 published editorial content about Lucara’s major milestones throughout the year. We increased the distribution through paid media by leveraging our targeting through strategic social media advertising to increase the amount of reads on editorial content.
RESULTS
15
targeted views
1.5
investor impressions
VIDEO
Lucara’s CEO was interviewed on the Market One Minute, a 60 second commercial, which was broadcast on BNN Bloomberg. We also filmed shorter length video clips where their CEO discussed their corporate updates and CSR initiatives for digital distribution.
RESULTS
1.8
views
480
investor impressions
