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Anglo American has accomplished what few businesses have done: reposition an entire company in an industry that faces enormous public perception challenges. Working with IDX, the global mining leader has re-invented its corporate website to show how the company has re-imagined mining to improve the lives of people. In doing so, the site re-writes the future of mining as a cleaner, greener, more sustainable effort.
Services Provided
- Digital Strategy
- Content & Creative
- Film & Animation
- Digital Strategy
- Managed Services
- Tools & Data Visualization
- 24/7 Service & Support
- SEO & Link Development
The Challenge
A holistic digital strategy to bring sustainable mining to life
Anglo American has accomplished what few businesses have done: reposition an entire company in an industry that faces enormous public perception challenges. Working with IDX, the global mining leader has re-invented its corporate website to show how the company has re-imagined mining to improve the lives of people. In doing so, the site re-writes the future of mining as a cleaner, greener, more sustainable effort.
Anglo American makes a clear and undeniable effort to engage audiences beyond expert investors, making its corporate website accessible and enjoyable for a vast and varied stakeholder community. The creative approach focuses on acquiring partners and talent, with the goal of gaining the interest and support of energy companies, governments, and experts in areas such as hydrogen and water. This is all in pursuit of advancing Anglo American on its journey towards FutureSmart Mining™ and a more sustainable future for the planet.
The 12-month redevelopment of Anglo American’s digital estate (including the PLC site and 13 country sites), saw the conveyance of the new brand together with visual, UX and accessibility improvements, bringing new life to its FutureSmart Mining™, sustainability, and careers content. Its immersive experiences, information attainability and compelling, human-centric stories set Anglo American apart both globally and within its industry.
“Our last website portfolio redesign was in early 2015, so this project was an important one to get right. There were a number of key stakeholder groups with growing needs and challenges that we needed to recognize and satisfy with the re-development.
Now we have a digital estate that not only meets the expectations of our key stakeholder groups but exceeds them.”
, Group Digital Media Principal
To prevent visitors dropping off the website, we implemented more call to actions and clear signposting. From a design perspective fades were introduced along with weaving in more colors from Anglo Americans secondly color pallet with the red and blue lines highlighting where the user is as they explore down the page.
The Outcome
A new content rich site that is easy to navigate and optimized for performance dramatically increases engagement and views
Compared to the same six month period prior to implementing our strategy, content, build and performance efforts, six months post site launch, we see fantastic improvement in audience engagement with key sections, mobile engagement and traffic site-wide:
- 12%+ increase in page views and unique page views (site-wide)
- 28%+ decrease in bounce rate (site-wide)
- 17% increase in mobile sessions (site-wide), with a 24% decrease in mobile bounce rate and 5% increase in mobile pages per session
ONGOING PARTNERSHIP
Having partnered with Anglo American for 10+ years, our success is rooted in a dedication to continuous improvement - informed by regular strategic account reviews, and constant assessment of where we are today and where we want to be. We continually consult, develop, create, optimize and amplify content around core topics in a way that reflects the brand's position, whilst appealing to specific audience interests.
Ultimately, our partnership is focused on creating impactful and engaging content that’s informed by data, securely hosted and managed, and optimized for performance using all the pillars of connected content: Tell It, Build It, Run It, Find It.
increase in sessions on the sustainability section
increase in sessions on the FutureSmart mining section
increase in rankings (site-wide)
increase in Page 1 rankings (site-wide)