American Zinc Products
Insight: When American Zinc Products looked to restart a zinc recycling facility in Mooresboro, NC, they also inherited a struggling reputation in their community thanks to the previous leadership’s mismanagement. So, when they asked us to help grow their team, we knew they needed more than qualified employees—they needed their community to support them, too. In addition, explaining the zinc recycling process was challenging and thus, an important part of the mission.
Vision: Our social team, working closely with our public relations team, built a strategy to help win over the community. Key pieces of the plan relied on sharing transparent information about safety and management, giving the community a place to ask questions and get answers, and creating content that spread good news and positive company culture. A sophisticated 3D animation was used to provide a captivating visual narrative while telling the technical story in a clear, concise, and memorable way.
Outcome: With a strategic blend of organic and paid social, American Zinc Products was able to hire 400+ employees and get the community back on their side along the way.
The award-winning video played a key part in communicating the process of zinc extraction and addressing environmental and safety issues the company had. Click here to see American Zinc Products General Manager, Rob Williamson speak about the video and other aspects of our campaign.