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: 2.3M VIEWS FROM ENGAGED RETAIL INVESTORS WITH STRATEGIC PROMOTION
Company Description
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.
Strategy
- Launched a dual-track campaign combining high-credibility editorial content with targeted lead generation to align with TAG Oil’s key growth milestones.
- Established visibility through premium financial publications to position TAG Oil as a leading energy story in the MENA region.
- Logos: BNN Bloomberg, Kitco, Benzinga, Yahoo Finance, Daily Market Alerts, Schaeffer’s Investment Research, Wall Street Observer, IR Pub
- Timed editorial releases to coincide with key developments in production and acquisition activity, driving investor engagement at critical inflection points.
- Built a custom investor landing page focused on reasons to invest, leadership, financials, and key catalysts—designed to convert interested investors into qualified leads.
- Incentivized lead capture through a downloadable research report created by Market One, offering deeper insights into TAG Oil’s opportunity and strategy.
Amplified distribution across digital and social channels, maximizing reach and reinforcing credibility with both retail and institutional audiences.
Results
Massive reach on BNN Bloomberg
2.3M TV views
220K online views
Viral impact
Achieved viral engagement among senior mining executives, retail investors, fund managers, and investment advisors at major firms like RBC Capital Markets, Haywood Securities and TD Securities.
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.
Maximizing Visibility, Attention and Excitement on Launch
- Full Interview Release: Published on YouTube, cross-promoted on Facebook, X, LinkedIn and Instagram.
• Continuous TV commercials on air 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.
LUNDIN MINING CAPTURING MARKET ATTENTION
• Achieved viral engagement among senior mining executives, fund managers, and investment advisors at major firms like RBC Capital Markets, Haywood Securities, TD Securities, Teck, and Vale through tailored LinkedIn content strategies.
• Targeted users following retail trading influencers, mining stocks, and capital markets thought leaders, driving significant visibility within the active investor community.
POSITIVE INDUSTRY SENTIMENT
