DIGITAL: KAZ Minerals

How do I tell my growth story after restructuring?

By using dynamic content with measurable engagement.

Challenge

KAZ Minerals is one of the largest copper producers in Kazakhstan. Following a major restructuring in 2014, KAZ Minerals has been transformed into a high growth copper company focused on large-scale, low-cost, open-pit mining. As a result, it is now one of Kazakhstan’s highest profile and fastest growing companies.

We were commissioned to deliver a new site in 2017 at a time when the company was moving into a new operational phase – the mines were becoming fully operational and there was a different story to tell. We created a new site across four languages (English, Kazakh, Russian and Chinese) to communicate this growth story and to support a range of stakeholder interests, from investors to potential employees and CSR professionals.

Action

The website is one of the main communication tools for the business and therefore content is key. We helped define the site content and information architecture through research and running a series of workshops to help identify key and new content as well as shaping the overall messaging.

We developed a new look and feel to support the brand story and integrated detailed mine features including timelines, statistics, production reports and site plans. The site also features an integrated real-time copper price feed.

The site uses the Umbraco Content Management System, allowing site content, documents, news, announcements and video to be updated easily across each of the 4 languages and we have implemented advanced analytics to give more in-depth measurement of engagement with the content.

Impact

A straightforward and intuitive structure, key landing pages, modular teasers and clear calls to action help to guide users to information quickly, ensuring clear user journeys and ease of use. Through our advanced analytics we have been able to more accurately track engagement. For example, the annual report has been downloaded 447 times in English, 898 job application forms have been completed and the mine update videos have proved to be the most popular videos having been watched (at the time of first writing) 6,483 times since going live in December 2017.

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SERVICES

  • Content Strategy
  • Digital Strategy
  • UX/Responsive design
  • CMS Implementation
  • Development and testing
  • Hosting and analytics measurement