GS Mining | Meet the Miner Social Media Campaign

GS Mining managed the  Bates  Hunter  Mine,  a historic shaft mine,  located in the historic  Central  City mining district in Gilpin County, Colorado about 35  miles west of Denver. It provided the backing for Moria Token, an Ethereum-based cryptocurrency. They practiced responsible mining — an ethically, environmentally- friendly approach to mining precious metals. But I imagined that most people had little to no reference to mining and miners — outside of movies and history classes.

I created a two-month-long campaign called Meet the Miner to introduce the average person to the eight miners who go to work every day 125 feet underground, and what their average day looks like. With the goal of humanizing the brand, telling its story, and creating a connection with visitors, Meet the Miner was a resounding success.

  • • Introduce the mining team and showcase what they did and their commitment to sustainable mining and the community.

    • Explain what they do and give a fascinating behind the scenes glimpse into what they do

  • • Social Media Followers

    • Potential Investors

  • Over the course of 8 weeks, share each miner’s story over multiple posts

  • • Twitter

    • Facebook

  • The campaign was so successful, the content was also shared on the social media accounts of the sister brand, Moria Token.

    • Impressions on Facebook increased to 1.1 million

    • Engagement increased to 214.7 K

    • Best post interaction from photo content