Campaign Objectives

• Establish Alaska Metal Mines as a trusted voice for responsible mining in Alaska
• Strengthen public awareness and perception of the mining industry’s economic impact
• Develop engaging creative content that educates and connects with Alaskans
• Differentiate AKM’s messaging from national mining campaigns by focusing on local relevance and real Alaskans working in the industry

Challenges & Solutions

The primary challenge was shifting public perception of mining from outdated industry stereotypes to a modern, responsible, and essential economic driver. The industry faced skepticism regarding its environmental impact while also needing to showcase its critical role in national security and clean energy production.

Creative Strategy & Execution

Yuit developed a targeted creative strategy that emphasized: Mining as an Alaskan industry – featuring real mine workers, engineers, and industry professionals in the campaign’s storytelling. Bold, high-impact creative – using compelling visuals, strong typography, and direct messaging to make mining feel relevant and essential. Omnichannel engagement – integrating digital, social, print, video, and event-based marketing to reach Alaskans where they are.

From 2023 to 2024, Yuit executed a full-scale creative campaign that included:

• Brand Identity Development – Designed AKM’s visual identity, logo, and messaging framework to align with its rebranding efforts
• Video Storytelling & Advertising – Produced a series of 30-second and 60-second commercials, featuring Alaskans in mining careers, showcasing their work and commitment to environmental stewardship
• Social Media Campaign – Developed motion graphics, short-form video, and interactive content to drive engagement and increase mining literacy among key demographics
• Print & Out-of-Home Advertising – Created high-visibility print and digital ads placed in regional newspapers, airports, and industry publications
• Alaska State Fair Activation – Designed an interactive trivia game booth, allowing attendees to engage with mining facts on iPads, reinforcing the role of minerals in everyday life. Branded incentives like Pop Rocks and solar chargers tied into the theme of energy and mining innovation

Outcome

The Alaska Metal Mines campaign successfully reshaped industry perception, increased public engagement, and drove millions of impressions across digital and traditional channels.

• 7.5 million digital ad impressions
• 4.3 million social media ad impressions, exceeding initial campaign goals
• 25,368 clicks to AKM’s educational content, demonstrating high engagement with the industry’s messaging
• Earned media and stakeholder endorsements, with state leaders and business partners requesting campaign materials for further distribution

Mining industry favorability remained stable, with notable increases among key demographics, reinforcing the effectiveness of targeted messaging. By leveraging creative storytelling, strategic omnichannel marketing, and a hyper-localized approach, Yuit helped Alaska Metal Mines redefine public engagement with the mining industry, ensuring its role as a vital and responsible part of Alaska’s economy.