World Gold Council

The primary goal of the WGC's campaign was to enhance awareness among potential investors about the benefits of gold investments. The WGC aimed to inform and educate investors on how gold can be a powerful addition to their investment portfolios, ultimately empowering them to diversify and strengthen their financial strategies with gold.

To position the WGC as a thought leader on Quora, the campaign capitalized on the platform's unique environment of knowledge-sharing and inquiry. The WGC's experts actively participated in discussions, providing authoritative and insightful answers to questions related to gold investments. These interactions showcased the WGC's expertise and built trust and credibility among potential investors. The campaign employed advanced targeting techniques to identify and engage with high-intent audiences. This involved focusing on Quora users who were actively searching for information on topics such as personal finance, investment advice, buying gold, and investing in gold. By zeroing in on these specific interests, the WGC ensured that their content reached the most relevant and interested users. The WGC's campaign ran for one month, a duration chosen to maximize impact and maintain sustained visibility. The timing aligned with key financial planning periods, ensuring that the content was highly relevant to users' current considerations. WGC's detailed and informative answers were promoted to increase visibility and engagement, providing valuable insights into the benefits of gold investment. Engaging video content was used to capture attention and convey complex information in an easily digestible format. The campaign directed traffic to highly informative landing pages designed to educate potential investors. These pages highlighted the benefits of investing in gold, detailed various investment methods, and outlined the unique features that make gold a valuable addition to any investment portfolio.

For strategic engagement, it is crucial to engage with high-intent audiences by providing valuable, targeted content that addresses their specific interests and needs. Tailoring your messaging to resonate with users' current research and investment considerations is essential. Utilizing a mix of content formats, such as videos and detailed answers, caters to different user preferences, enhancing engagement and ensuring the content is accessible and engaging to a broader audience. Ensuring all video content includes captions makes it accessible to viewers who may prefer or require reading text over listening to audio, significantly broadening the reach and impact of your content. Consistent messaging across all content formats reinforces key campaign themes and objectives, helping to build a strong brand association and recall among your target audience.

The campaign delivered exceptional results, significantly surpassing initial expectations. It generated over 6 million impressions and content views on the WGC's business profile on Quora. The click-through rates (CTR) achieved were three times higher than platform benchmarks. Videos attained view rates exceeding 43%, showcasing their effectiveness in capturing and retaining audience attention. There was also a significant increase in profile views, reinforcing the WGC's authority on the platform. Additionally, high engagement rates on both video content and promoted answers reflected the audience's interest and trust in WGC's expertise.