Striking Gold in the UK Market - GoldRepublic's Shining Entry
Background
GoldRepublic is a premier European precious metals investment platform specialising in physical gold, silver, and platinum bullion. With a unique offering that combines 100% legal ownership of your bullion, secure vault storage options, a buy-back guarantee, and real-time investment tracking via an app - GoldRepublic provides a trustworthy and flexible solution for investors. In 2024, the firm sought to expand its market presence by entering the competitive UK financial investment landscape.
Our Mission
As a leading growth marketing agency with a strong track record in fintech and investment product launches, we were appointed to spearhead GoldRepublic’s comprehensive go-to-market strategy in the UK. Our aim was to position GoldRepublic as the premier choice for precious metals investment, driving awareness, customer acquisition, and long-term retention through a meticulously planned, multi-channel approach.
Execution
Omnichannel Paid Acquisition
We took a comprehensive approach to paid performance marketing, leveraging Meta ads and Google Paid Search to drive targeted engagement. Meta ads enabled us to test thousands of creative variations, utilising advanced A/B and multivariate testing to fine-tune visuals, messaging, and calls-to-action (CTAs) for optimal performance, scaling winning creatives to lower cost per acquisition (CPA). On Google, our AI-driven dynamic landing pages offered tailored experiences that synchronized with search intent, driving improved click-through rates (CTR) and conversion rates across campaigns.
Email CRM Strategy
We implemented a lifecycle-driven email marketing strategy using Klaviyo to nurture leads and engage current clients. Our tailored email flows ensured each user felt a consistent, high-value experience. This included onboarding sequences, market updates, promotional offers and monthly newsletters
Influencer and UGC Campaigns
We tapped into a vast network of influencers and UGC (User-Generated Content) creators to build authentic connections with the target audience. This included partnering with reputable finance influencers for podcast style videos to take a deep dive into the precious metals industry. We also commissioned UGC that showcased real customer experiences and testimonials to help promote GoldRepublic's app.
Reimagined Brand Design and Social Media Content
Our team also reimagined GoldRepublic’s branding to resonate with the UK market, focusing on trustworthiness and innovation. We developed a fresh visual identity that aligned with GoldRepublic’s premium positioning and produced compelling content for social media platforms, managing end-to-end operations from creative production to posting and active community engagement. This approach not only bolstered brand visibility but also cultivated an interactive and loyal social following.
Results and Impact
Our controlled entry into the UK market demonstrated the efficacy of our multi-faceted strategy. Key results included:
Acquisition Success
Achieved thousands of new customer accounts, driving significant initial bullion trading traction in the UK market.
Increased Engagement
Improved views, CTR and conversion metrics through hyper-targeted paid media and personalised user experiences. This helped set a new benchmark for other European markets' performance.
Enhanced Brand Presence and Trust
Through consistent, high-quality social media content and strategic influencer partnerships, GoldRepublic established a credible and engaging brand presence, helping build trust and reputation in a competitive market.
