Minerals are essential to our way of life, and the 6P team wanted to convey this and bring each mineral to life in a fresh way. To this end we developed an online influencer-themed concept that showed each mineral as a human model, organizing a photoshoot for a subset of seven minerals to be featured on the website and in the advertising campaign. Profiles were created for all 29 minerals and metals including unique personality traits and a sampling of their uses in everyday life.
The website’s homepage focused on interactivity to entice and engage users, especially above the fold. Headshots for each mineral and metal revealed their profile with a hover of the cursor, with the seven featured influencers smiling, dancing, and posing in an attractive looping video just above. A cyan and magenta colour palette created a sleek look that appeals to younger audiences. Homepage copy highlighted mining’s potential for Manitoba careers, the green economy, and funding essential services like health care and education. Going deeper into the website, we dispelled mining myths, answered frequently asked questions, wrote blog posts, and created dedicated pages on economic impact and sustainability. Advanced analytics recorded which content users interacted with most, informing decisions on additional blog posts, FAQs, and more.
