Barrick Pueblo Viejo

Juana Barceló Marketing and Digital Activation Plan.

Challenge

Strengthen the digital positioning of Juana Barceló, President of Barrick Gold Pueblo Viejo, by designating her as the highest female reference in the mining industry in Latin America and the Caribbean as well as promoting the visibility and inclusivity of women within the sector.

We developed a digital ecosystem (website, social networks: LinkedIn and Twitter) through which experiential content was shared, both personal and professional, to inspire other women to learn about the sector and want to further immerse themselves in the mining industry. We did so by considering three fundamental axes: mining with purpose, female empowerment, and sustainable innovation.

Impact.

Juana Barceló successfully positioned herself as a female reference in the mining industry, not only in the Dominican Republic but also in the region We gathered more than 82,000 impressions, a 6.3% engagement rate in social networks, 1,700 new organic followers, and 100% growth in traffic to her website.

Industries

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