Anglo American is a global and diversified mining business.
Headquartered in London with mining operations in Southern Africa, North and South America, and Australia. As the world’s largest producer of platinum group metals, Anglo American also is a major producer of diamonds, copper, nickel, iron ore, and metallurgical and thermal coal.
The company employs over 69,000 people worldwide and is listed on both the London Stock Exchange and the Johannesburg Stock Exchange.
Services Provided
- Content strategy
- Strategy
- Content
- Design
- Custom website development
- Copywriting
The challenge
Engaging content that challenges the preconceptions of mining
Anglo American have set out a bold, innovative approach to sustainable mining. Part of the challenge was finding a way to proactively show and demonstrate the company’s purpose, which is to “re-imagine mining to improve people’s lives”.
To support that objective, it was important for Anglo American to showcase ‘FutureSmart MiningTM‘ – its approach to sustainable mining and innovation – which has a direct positive impact on people and communities.
With diversified global operations, Anglo American’s digital estate needed to serve multiple audiences, from investors to government agencies and the media. Information for each group needed to be presented in an easily accessible and engaging fashion.
Anglo American’s website is also used for recruiting new employees across the company’s global operations. The careers section must engage users and successfully communicate what the company has set out to achieve as well as what it offers potential employees. The major platform to communicate and evolve this initiative is via their corporate website.
The solution
An interactive and content enriched corporate site
From the start, we saw the importance of effectively illustrating the value of mining to economies, societies, and communities in which they operate. To do that, we rolled out a family of templates to ensure a consistent look and feel across the global site. To serve all audiences the site was developed strategically.
Internal presentations to leadership, content audit workshops and review presentations were all held, with streams of work both in London and overseas. This ensured that the website reflected the full culture of the business rather than one arm.
The website was designed to balance simplicity of navigation with advanced interactive features including parallax scrolling design. The website’s UX intuitively directs key audience groups to relevant parts of the site, such as the Investor and Media sections, with more in-depth information to support the different types of audiences.
“Working with Investis over the last five years has meant our relationship is one based on trust, collaboration and passion. The work we have conducted over the last year has seen us really develop and evolve the Anglo American digital estate, and I look forward to future exciting projects to be completed and launched during 2019.”
, Group Digital Media Principle, Anglo American
With the flexible design, Anglo American’s team are now able to deploy regular event-specific features and content that reinforce the company’s values, such as a page for World Water Day explaining the company’s sustainable water usage policies.
The outcome
A dramatic increase in website sessions and views
The website has had over 4 million sessions in the past year, with over 12 million-page views and an average visit duration increased by over 1 minute, from 2:49 minutes to 3:53 minutes.
The website’s status as a platform to promote the company, its activities, redesign and upgraded feel has led to more transparency and confidence from the audience. The increased amount of content has inspired a higher standard of management of all corners of the site, on both a country and corporate-level, from news to results and developments. Even with increased content and the need to communicate to multiple audiences, the team took an approach that ensured the users would only need three clicks to their destination, which led to increased consumption.
The strategy of deploying new content and features regularly has also proved successful, with an increase in sessions of 78% against last year and increase in page views of 38%.
There has also been a 38% increase in mobile usage driven by rich content more accessible for mobile users.
In the last year, Anglo American has seen a 26% increase in returning visitors and a 42% reduction in bounce rate. The site continues to successfully reinforces the belief of - Real mining. Real people. Real difference.