Case Study: World Gold Council makes gold investing accessible to everyone with AKQA's Meet the Auburns campaign

World Gold Council reaches 120m views with AKQA

World Gold Council wanted to make gold investment knowledge accessible and relevant to a broad, everyday audience, moving beyond its traditional communication with professional investors. They partnered with the vendor AKQA to create an engaging educational campaign that would demystify gold as an asset for new potential investors.

AKQA developed the "Everyone's Asset" campaign, introducing the diverse Auburn family through a series of 14 films, radio spots, and a digital experience to personally address different investor concerns and profiles. This approach made the concepts of liquidity, diversification, and returns relatable. The campaign achieved over 120 million views globally, with average daily views 120% higher than the customer's 2022 campaigns, over 32% of viewers watching to completion, and approaching 3 million onward visits to the informational website.

World Gold Council