BHP Billiton approached us when it was looking to make a bid for Rio Tinto.

Given BHP Billiton is the world’s largest miner and the offer was considered contentious on a number of levels we were given the task of best representing BHP Billiton’s key messages digitally to distinct and important stakeholder groups including:

 

• Rio Tinto shareholders
• BHP Billiton shareholders
• Government regulators
• Media

To achieve this task we refocussed BHP Billiton’s home page so that it delivered tailored short form videos which covered key issues and utilised the home page to drive website visitors directly to a dedicated Rio Tinto offer microsite.

We led with online video messaging as we determined the complex issues involved could best be conveyed with most impact by short form videos. We also established a dedicated deal microsite so we could centrally house all important information in one spot and focus target audiences viewing of this material.

We also optimised the BHP Billiton’s web pages so they were best placed to be organically ranked by key search engines such as Google, Yahoo! and MSN.

We also ran a paid search engine marketing campaign so whenever key words relating to this offer were entered into leading search engines then BHP Billiton’s home page and offer microsite was visible in search return results.

Outside the online execution task, our executive team provided ongoing advisory services to BHP Billiton’s deal team and its key advisers including its lead banks, legals and communications advisers.

While ultimately BHP Billiton’s offer for Rio Tinto was unsuccessful at that time we achieved all stated project aims and were retained by BHP Billiton beyond the offer attempt to be its ongoing digital agency.