A new social media strategy helps a Utah icon dig into its story. Fresh content pillars, brand guidelines, and a full audit boost follower growth and engagement.
Rio Tinto
Pit to Platform
A 120-year-old brand gets social by highlighting a legacy of stewardship and community.
A Rusty-to-Social-Ready Challenge:
A pillar of the Salt Lake City community for over 120 years, Rio Tinto Kennecott boasts a world-class, integrated copper mining operation as one of the top-producing mines globally. Their goal was to broaden public understanding of its mission and legacy.
Love implemented a refined social media strategy—to highlight local and global contributions while educating the general public on its stewardship and operations.
Strategic Approach
Love conducted a comprehensive audit of existing social media efforts and goals. The team then identified a new social media strategy with well-defined tactics to strengthen messaging and storytelling.
Brand alignment across all channels
Revitalized content pillars guided all social content and placement, ensuring alignment with the brand mission.
Refreshed social media brand guidelines—from visual asset direction to copy-to-hashtag usage—maintained a consistent presence and cohesive story across all channels.
A holistic social media playbook defined and targeted a content strategy. This included developing content, crafting copy and managing a monthly editorial calendar for Facebook, Instagram and X. Additionally, Love facilitated collaborations with community partners and global Rio Tinto social.
Massive Impact + Results
A two-year social media strategy effectively shared Rio Tinto’s story and strengthened its relationship with the local community.
Follower growth
+25%
25% increase in follower growth across all profiles
Engagement rate
+52%
52% increase in average engagement rate across all profiles
8 million impressions
8M+ page/profile Impressions total
