From Visibility
to Influence
An ESG initiative connecting young talent to geosciences, reframed as a positioning movement. Here is what the campaign delivered.
- 01Stories published191
- 02States plus the Federal District23 + DF
- 03Media value, AVEUSD 1.14M
- 04Negative coverageZero
An ESG Initiative, Turned Into a Positioning Movement
Seequent and Vale Desenvolver 2025. A program connecting young talent to geosciences, reframed as a visibility and positioning movement, with PR as the business lever.
Across 23 states plus the Federal District.
Exame: From Visibility to Influence
The feature on the Exame portal reached over 1 million readers and carried a direct quote from EVP Ignacio Torresi, lifting the story from visibility to executive credibility.
Tier-One Outlet Wall
- TerraUSD 545,353.20
- O GloboUSD 69,640.32
- Estado de MinasUSD 56,300.23
- Valor EconômicoUSD 24,771.25
- ExameUSD 17,997.18
Plus Brasil Mineral: technical authority, the EVO platform and 3D geological modeling.
An ESG Initiative, Reframed
Seequent partnered with Vale on the Desenvolver 2025 program, which connects young talent to geosciences. We reframed it from a corporate initiative into a visibility and positioning movement, with public relations as the business lever.
The news hook was a real one. Enrollment in geoscience courses is falling across many parts of the world, while international demand for these professionals keeps rising. That gap has raised concern about a talent shortage in mining, energy, and infrastructure. Seequent's answer was concrete: 500 free software licenses for students on the program, putting professional geological modeling tools into the hands of the next generation.
Four Strategic Pillars
The communication plan was built around four pillars, designed to hold credibility, message consistency, and alignment with Seequent's positioning goals.
Media Relations and Storytelling
Relevant outlets, journalists, and opinion leaders were mapped before launch, and the list stayed live throughout. Customized briefings and tailored pitches placed the story inside the agendas of innovation, ESG, and talent development.
Branded Content and Authority Building
An institutional article on the partnership with Vale carried a direct quote from EVP Ignacio Torresi, placed strategically in tier-one outlets such as Valor Econômico and O Globo.
Digital Positioning, Owned Media
Produced with Seequent's team, the LinkedIn activation was reduced to a single strategic post by an internal Seequent decision, announcing the partnership and the free software licenses for students.
Monitoring and Insights
Real-time monitoring ran across online, print, radio, and TV. Sentiment analysis tracked tone and impact, with insights feeding back into the work and into both communication teams.
191 Stories Across Brazil
The campaign placed 191 news stories across 23 states plus the Federal District, putting the Desenvolver partnership in front of national and regional audiences.
Coverage reached nearly all of Brazil, from major national outlets to local and regional portals.
Where the Value Came From
Total media value reached USD 1,143,136, with zero negative coverage. The value combined branded content with earned media, and a handful of tier-one placements carried much of the weight.
Where the Story Landed
The same story ran across Brazil's business and regional media, from national outlets to local portals. The marquee placement was a feature on the Exame portal that reached over 1 million readers and carried a direct quote from EVP Ignacio Torresi.
Amplifying Executive Credibility
A feature in one of Brazil's most respected business outlets lifted the story from visibility to executive credibility, anchored by a leadership quote and an AVE of USD 17,997.18.
Authority in Mining and Geosciences
A feature in Brazil's leading specialized mining magazine reinforced technical authority, detailing the Vale partnership, the role of geological modeling, and the EVO platform.
Brand Reach on a National Platform
Coverage in one of Brazil's most influential outlets positioned Seequent not only as a tech partner but as a socially invested brand making contributions at national scale.
The Outlets That Carried It
Beyond volume, the campaign landed in high-audience outlets that shape the national agenda, alongside the sector publications that reach decision-makers.
- TerraHigh Audience
- O GloboHigh Audience
- ExameHigh Audience
- Estado de MinasMedium Audience
- Valor EconômicoMedium Audience
- Leia NotíciasMedium Audience
- Times BrasíliaMedium Audience
- UaiMedium Audience
- Sertão InformadoMedium Audience
- Mundo do MarketingMedium Audience
A standout was Brasil Mineral, Brazil's leading specialized mining magazine. The feature carried strong technical authority, detailing the Vale partnership, 3D geological modeling, and the EVO platform for the sector's decision-makers, engineers, and geoscientists.
Beyond the Numbers
More than good numbers, the campaign delivered tangible value for Seequent's relationships and long-term positioning in the Brazilian market.
Boosting ESG Credibility
Consistent socio-environmental messaging across national and regional outlets consolidated Seequent's legitimacy as an ESG-committed partner, strengthening its position in public debates on sustainability and sector transformation.
Strengthening Employer Brand
Coverage of education and innovation reinforced Seequent's image as an attractive employer for the next generation of professionals, in a competitive sector where attracting skilled talent matters.
Deepening Collaboration With Vale
Joint narratives around innovation, education, and ESG positioned Seequent as a trusted and strategic ally, creating fertile ground for future projects with Vale.
By the Numbers
The campaign reached national and regional audiences across the country with zero negative coverage, the pattern of a well-run earned-media program.
From Results to Strategy
The campaign showed that public relations can act as a business lever, not only generating visibility but strengthening Seequent's positioning in the geosciences and innovation market. Three recommendations carry that forward: treat PR as a business lever, keep building the ESG agenda, and integrate PR with thought leadership.
Increase Positive Sentiment
Develop exclusive interviews, thought leadership, and proactive opinion pieces in top-tier outlets to lift more of the coverage into a clearly positive editorial tone.
Expand Thought Leadership
Capitalize on the credibility achieved to publish proprietary content such as white papers, technical reports, and bylined articles linking innovation in geosciences with ESG impact.
Broaden Media Presence
Extend visibility to business and technology outlets, reinforcing Seequent's positioning beyond the mining and geosciences sector.
Leverage International Opportunities
Build on the campaign's success to strengthen Seequent's presence in Latin American specialized media, aligning with broader market expansion goals.
Deepen Partnerships With Vale
Continue exploring joint narratives around innovation, education, and ESG, reinforcing the collaboration and paving the way for future joint projects.