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Minera Candelaria, located in the heart of Tierra Amarilla, Atacama, needed to communicate to the community a series of contributions it had been making in the region over several years, as well as inform them about other operations planned for the future.
The goal was to create an initiative originating from Minera Candelaria that could connect closely with the community and highlight the value of the various contributions coming to the region.
Enhancing the name and reputation of the company, we decided to turn it into another character in everyone’s daily life — a neighbor, a brand characterized by its closeness, empathy, kindness, and simplicity. That’s how “Candelaria Vecina” (Candelaria Neighbor) was born. We worked hard to create a friendly visual language where neighbors feel understood and welcomed.
We launched Candelaria Vecina’s social media presence on Facebook and Instagram, focusing on creating continuous content for various initiatives, contributions, milestones, and relevant news for the region’s residents. Our social media strategy aims to emulate an extensive community bulletin board, where the content feels collaborative and human, reflecting authenticity and a strong connection with our community.
In line with Minera Candelaria’s commitment projected through 2040, we launched the campaign “Lo mejor se avecina” (“The Best is Yet to Come”) for Candelaria Vecina. This concept is not just a play on words in Spanish (“avecina” means coming, while “vecino” means neighbor), but also suggests a continuous improvement in the company’s social efforts. Designed to endure over time, the campaign provides the flexibility to create various iterations tailored to different themes, communities, and significant milestones.
