Gold Case study

Gold Case study

What characteristics did the WGC use to segment the consumer market?

- consumers’ attitudes
- behaviours
- usage and
- values towards gold

The survey was carried out over 6 different countries, identifying 3 types of women with different attitudes and values towards gold.



What were the key aspects of the re-branding campaign? Globally? Locally?

WGC global campaign concentrated on the values and attitudes associated with gold. It addressed reasons for buying gold (instead of any other luxury material) as well as reasons and occasions to purchase gold.
One of the smartest element of this campaign I find was to do tailored campaigns according to where they were going to be launched.