World Gold Council Digital Campaign 2022/23
Situation:
World Gold Council is the only gold industry impartial advisory platform designed to offer insights, data and thought leadership to corporate, professional and individual investors in gold.
Build a global Integrated digital awareness and engagement campaign. Re launch website & launch Gold: A Journey, with Idris Elba documentary video content. Increase subscriptions and membership to World Gold Council.
Task:
Connect with existing corporate and professional investors plus new users who (individual investors) to acquire and retain new subscribers and members to grow reach and awareness of WGC offering.
Website is the multi regional hub and primary comms platform for the WGC brand but is underperforming due to confusing quantity of content on multiple topics.
Action/ What I did:
Used CX methodology to understand pain points/ barriers from customer perspective and address them to gain more predictable behaviour.
Using GA4 to analyse website performance, it was discovered to be sub optimal with subscription rate low and bounce rate high.
Use a values based approach to connect with exisiting and new audience while and be clear about value proposition of World Gold Council and website.
Re wrote value proposition for website + all channels:
Supporting a vibrant and sustainable future for the gold market.
Once World Gold Council VP defined - use to launch Gold: A Journey with Idris Elba.
Worked with UX/UI team to redesign website using CX methodology results - reduce quantity + increase quality of content, simplify architecture.
Campaign channels B2B + B2C:
Awareness Phase - Paid digital advertising (LinkedIn ads, Google ads, YouTube ads), Organic Content - Gold: A Journey (blog posts, social media), Webinars.
Engagement + Nurture Flow - CRM email DRIP campaign, gold insights case studies, Webinars + Workshops - interactive sessions + live Q&A.
Results:
Analytics:
Campaign channels - Improvado, Brandwatch, Hubspot.
Website - GA4, monitoring + optimisation.
CRM - online surveys Survey Monkey
Subscription increase by 189%, membership increase by 37%
Bounce rate reduced from 71% to 18% across all B2B and B2C target audiences.
Gold: A Journey preview 15m views YouTube
Gold: A Journey documentary 6.9m views YouTube