Breakthrough result
By transforming technical milestones into a narrative, Lion Rock reached both traditional investors and a new generation discovering opportunities online.
Summary
Lion Rock had just secured a major permit, exciting to geologists, forgettable to everyone else.
The Challenge
Business problem
Lion Rock needed to attract investors without being able to communicate gold discoveries or exploration results, relying instead on its credentials and the history of the land.
Objectives
Increase awareness, attract investment interest and establish Lion Rock as a serious long term opportunity.
Key barriers
As a junior miner, Lion Rock had no discoveries to announce, forcing the brand to build belief through potential rather than proof.
Research involved
- Client discovery onboarding and Q&A.
- Search and behavioral analysis around investment opportunities.
“One Place. Two Stories”
Strategic Approach
S.O.U.L. Process
Our S.O.U.L. process uncovers four core truths that guide how the brand is perceived from a consumer point of view. What is the brand’s S.O.U.L.?
Traditional resource investors and younger, socially connected adults with disposable income and an interest in investing. Consumer insights and behaviors: Retail investors increasingly discover opportunities online and want to feel ahead of the market.
Current messaging and brand role: Lion Rock communicated like a traditional mining company, relying on permits, data and technical announcements.
Current messaging and brand role: Lion Rock communicated like a traditional mining company, relying on permits, data and technical announcements.
“Modern investors need more than data, they need a story. As investment opportunities increasingly gain momentum online, younger investors follow narratives they can discover early and share, while mining companies continue to communicate through technical reports.”
Strategic Approach
Opportunity statement
Build belief in Lion Rock before major discoveries were made, transforming a technically complex exploration company into an investment story people wanted to follow.
The plan to solve the challenge
Create a complete investor communication system combining high impact storytelling, investor materials and digital media to build attention, credibility and confidence across both traditional and younger investor audiences.
Big Idea
Core Message: “VOLNEY: THE MAKING OF A DISCOVERY STORY”
Creative Idea
Inspired by Netflix style documentaries such as GameStop, we framed Volney as a high stakes exploration story unfolding in real time, inviting investors to follow, witness and potentially participate in what comes next. Not guaranteed and not predetermined, but a story worth paying attention to.
Execution
Led by an AI generated documentary film, developed in response to budget constraints and winter conditions on site, the campaign transformed Lion Rock’s story into a cinematic event.
A coordinated communication system then expanded the narrative through an investor microsite, explainer videos, redesigned investor materials, digital audio, social content and programmatic media. Awareness campaigns drove investors into a deeper ecosystem of facts, timelines and project updates, turning attention into credibility and intent.
Microsite Build
- Real Time Stock Information in Various Views
- A Data Vault capable of directly downloading files
- Timeline, Highlight and Leadership Team’s Information
- Engaging AI Chatbot for information retrieval
- A video and image gallery with a carousel display
- Email Sign Up that directly connects to the client’s email
Results
Campaign Performance
| Channel | Impressions | Clicks |
|---|---|---|
| Paid Social | 2.09M | 17,542 |
| Investor targeting | 840,148 | 2,402 |
| Native | 672,781 | 3,932 |
| Retargeting | 610,261 | 3,977 |
| Audio | 493,416 | 2,909 |
Search CTR: Canada 5.17%, USA 6.04%, Performance Max 2.48%
Top search “Lion Rock Resources” hit 27.08% CTR
Strongest reach in Toronto, Calgary, Vancouver, Edmonton, New York, Chicago, Denver, Houston
AI Generations
