CONVERTING INVESTMENT IN GOLD INTO A MATTER OF CONFIDENCE
Challenge
Degussa, a leading company in the gold investment sector, hired PROA to position it as the benchmark in commercializing physical gold as an investment in Spain, as well as to highlight the characteristics that make it stand out from its competitors. A second mission consisted of communicating the advantages of diversifying equity and investing a small part of your savings in physical gold.
Solution
PROA launched a very high-profile communication strategy. We managed media relations for the client, with special emphasis on the economic and investment sector-focused media. The main actions focused on raising the profile of the company through its CEO in Spain, for whom we managed interviews and opinion articles in the main media, printed, digital, television and radio; we prepared and issued press releases on the news and products that were a priority for the company; informative milestones were harnessed as they emerged from the news so that our client would appear as a benchmark source in information and reports; talks and meetings on investment were organised at its headquarters, both with the media and executives interested in the sector; and one-to-one meetings were arranged with general-interest, economic and investment sector media journalists.
The main actions focused on raising the profile of the company through its CEO in Spain, for whom we managed interviews and opinion articles in the main media, printed, digital, television, radio; preparing and issuing press releases on the news and products that were a priority for the company; informative milestones were harnessed as they emerged from the news so that our client would appear as a benchmark source in information and reports; talks and meetings on investment were organised at its headquarters, both with the media and executives interested in the sector; and one-to-one meetings were arranged with general-interest, economic and investment sector media journalists.
Results
We successfully positioned Degussa as the go-to company whenever the media needed an assessment of the market and the gold situation, which was one of the main objectives. Furthermore, the profile of physical gold was raised among investors as a viable option for diversifying portfolios. Ultimately, this led to a considerable increase in sales for our client. A total of 815 impacts were achieved up to March 2020 (inclusive), with an audience of 107,068,748 and a value of 1,640,990 euros.
