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Lundin Mining Case Study
LUNDIN MINING
LUNDIN MINING
2.3M Views From Engaged
Retail Investors
Company Description:
Building on his family's legacy, Lundin Mining's CEO Jack Lundin has reshaped the company's future with bold moves, including a $4.1 billion acquisition of Filo Corp, a landmark deal positioning Lundin Mining as a global powerhouse. He had a story to tell to the market, and we helped deliver the message through our signature documentary-style Money Moves segment and strategic distribution.
Lundin Mining engaged Market One for marketing services on a 12-month contract.
Building on his family's legacy, Lundin Mining's CEO Jack Lundin has reshaped the company's future with bold moves, including a $4.1 billion acquisition of Filo Corp, a landmark deal positioning Lundin Mining as a global powerhouse. He had a story to tell to the market, and we helped deliver the message through our signature documentary-style Money Moves segment and strategic distribution.
Lundin Mining engaged Market One for marketing services on a 12-month contract.
The Challenge
- Position Lundin Mining as a leader in the global copper industry by highlighting its strategic growth, acquisitions, and market influence.
- Engage investors and industry stakeholders through a compelling narrative that blends expert insights, executive storytelling, and high-production visuals.
- Showcase the future of copper by exploring market trends, investment opportunities, and the company's role in meeting global demand.
The Strategy
- Money Moves documentary: Executive-led storytelling through M1's signature segment featuring CEO Jack Lundin's $4.1B acquisition story.
- Multi-channel distribution: Combined BNN Bloomberg broadcast with YouTube, LinkedIn, Facebook, Instagram, and X to maximize reach.
- Viral amplification: Strategic collaboration with top financial journalists and sustained momentum through long-tail social media content.
THE MULTI-CHANNEL VIDEO DISTRIBUTION APPROACH
OBJECTIVE
Our video distribution strategy was designed to maximize investor impact through a combination of broadcast, social media advertising, and organic promotion. The campaign leverages multi-platform distribution, strategic pre-launch hype, and investor-targeted advertising to ensure optimal visibility among the target market.
LAUNCH STRATEGY: MAXIMIZING VISIBILITY, ATTENTION AND EXCITEMENT
- Full Interview Release: Published on YouTube, cross-promoted on Facebook, X, LinkedIn and Instagram.
- TV commercials: on air continuously with QR code sending traffic to YouTube video.
- Commercial Clips & Snippets: Distributed on social media with paid promotion to send viewers to full video.
- Collaboration posts with top financial news journalist and former BNN Bloomberg host, Michael Hainsworth, Lundin Mining and key leadership and stakeholders within the organization.
Post-Launch Strategy: Sustaining Momentum
- Active liking/responding to comments, amplifying audience feedback, building conversations, positive sentiment and trust.
- Analyzing trading volume, share price movements, and investor sentiment post-launch to track performance.
- Revisiting key interview moments for long-tail social media content and increase shelf life of video.
Results
TV Broadcast
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POSITIVE INDUSTRY SENTIMENT
