KPMG: Critical Minerals
Critical minerals are the key to a clean future, driving the necessary changes for a sustainable tomorrow.
PROBLEM
The Mining & Metals sector is undergoing significant changes due to the increasing importance of critical minerals in the energy transition and the complexities of the rapidly evolving ESG agenda. Our clients need guidance on adapting their business models and processes to prepare for these challenges.
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Our goal was to demonstrate the human values of the mining and metals industry, ensuring we stood out in a sector-heavy market. It was crucial to communicate our credibility within critical minerals and our commitment to ESG.
This campaign included a major sponsorship of the AFR Mining Summit and an integrated marketing campaign, seamlessly flowing from KPMG Global’s assets and thought leadership pieces.
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The measures of success for this campaign were awareness and pipeline increase. Our results showed the campaign was a success:
Total report downloads: +34% (vs KPI)
+69k social impressions
Doubling of our return on investment due to the relationships built at the Mining Summit.
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In an effort to differentiate from the market, we conducted a competitor analysis which revealed that the industry heavily relied on sector-specific imagery, such as hi-vis gear and quarries.
To stand out, we adopted a future-focused concept for our campaign, emphasising a 70% ESG and 20% mining weighting.