Challenge
Strategically counteract activist pressures and tip the scale concerning the digital conversation in favor of the Cerro Blanco mining project in Asunción Mita, Jutiapa, Guatemala.
We designed the digital campaign 'Yes/No to the Mine’ to demonstrate the parallels of the development of Asunción Mita with and without the mining project, emphasizing the benefits it would bring to the region and how this was put at risk by activist noise. The campaign was backed by a paid media strategy to enhance the visibility of the messages to amplify the message through direct responses.
Impact.
We generated more than 70 publications during the two months of the campaign, achieving more than a 23% increase in the positive conversation for the project. We reached more than 428,00 people, 800,000 interactions, and 5 million impressions. Likewise, there was a traffic growth on the website of more than 408%.
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