.webp)
ABB produced an innovative global whitepaper on mine electrification. Human Digital made sure it landed with the right people in the right market.
Australia's mining sector is one of the most technically demanding and operationally complex industries in the world. The people who run it are not just looking for vision. They are looking for proof. Reaching them requires more than a strong asset. It requires a strategy built around how they actually make decisions.
That is exactly what this campaign set out to do.
The Challenge
ABB had already done the hard part. A global whitepaper on mine electrification, grounded in real future-forward thinking and technical depth. What it lacked was traction in the market.
Australian mining leaders are not short on information. They are responsible for operations that run under pressure, at scale, and without margin for error. They do not engage with theory. They engage with what works on site.
The Human Digital Solution
We rebuilt the campaign around the audience, not the asset. Instead of translating global messaging, we also reshaped it to reflect how Australian operators, engineers, and decision makers evaluate change. What they prioritise. What they challenge. What needs to be proven before action is taken.
Messaging shifted from future vision to practical application. Creative moved from abstract to grounded. Targeting focused on a defined group of high-value accounts and decision makers. A phased LinkedIn strategy, supported by ABM, allowed us to test quickly, learn in market, and concentrate investment behind what worked.
Paid creative ran alongside boosted thought leadership posts from ABB's own people. Senior voices inside the business shared their perspective on electrification, automation, and what the future of mining actually looks like in practice. That combination of paid precision and human credibility reinforced the message from multiple angles, reaching the same audience through both targeted ads and trusted industry voices.
What We Delivered
We developed a set of Single Image Lead Gen ads built around implementation, not aspiration. Rather than positioning electrification as a distant transformation, the campaign showed a clear starting point and a credible path forward.
.png)
The strongest-performing message captured that shift: Start with one haul truck. End with a fully electric mine. It resonated because it reflected how change actually happens in mining. Incrementally, with proof at every step.
.png)
The Impact
- Qualified leads 23% below expected benchmark cost
- 63% of leads rated A or B tier quality
- One creative generated 74% of all leads
- Thought leadership posts delivered a 5.76% average CTR
- Senior decision makers engaged across Australia's largest mining organisations
The campaign proved that global content does not need to be replaced to perform locally, but it does need to be rethought. Paid and organic working together, brand voices and targeted creative aligned to the same message, created something more powerful than either could deliver alone.
This approach has since been adopted across other verticals, creating a repeatable model for turning global assets into locally relevant demand. Because when content reflects how people make decisions, it does more than land. It drives action.
