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Degussa

MAKING GOLD INVESTMENT A MATTER OF CONFIDENCE

Service Leadership and corporate positioning

Sector Investment

Responsible Lucia Casanueva, Valvanuz Serna, Cristina García Alonso, Lorena Saura

Challenge

Degussa, a leading company in the gold investment sector, contacted PROA with the objective of to position itself as the benchmark in the marketing of physical investment gold in Spain, and to highlight the characteristics that differentiate it from its competitors. A second strand consisted of disseminating the benefits of diversifying wealth and to invest a small part of savings in physical gold.

Solution

PROA launched a very high profile communication strategy. Media relations were managed, with special emphasis on economic and sectoral media focused on investment. The main actions focused on giving visibility to the company through its director in Spain, for whom interviews and opinion articles were arranged in the main print and digital media, on television and radio; press releases were prepared and disseminated on the news and products that were a priority for the company; We took advantage of current news events to ensure that our client appeared as a source of reference in information and reports; talks and meetings on investment were organised at its headquarters, both with the media and with executives interested in the sector, and one-to-one meetings were organised with journalists from the general, economic and sectoral investment media.

The main actions focused on giving visibility to the company through its director in Spain, for whom interviews and opinion articles were arranged in the main media (print, digital, television, radio); press releases were disseminated on the news and products that were a priority for the company; talks and meetings on investment were organised at the company's headquarters, both with the media and with executives; We took advantage of current news events to ensure that our client appeared as a source of reference in information and reports; talks and meetings on investment were organised at its headquarters both with the media and with executives interested in the sector, and one-to-one meetings were organised with journalists from the general, economic and sectoral investment media.

Results

We managed to position Degussa as the company of reference when the media needed valuations on the gold market and situation, which was one of our main objectives. On the other hand, physical gold was made visible to investors as a viable option to diversify portfolios, which, in the end, resulted in a considerable increase in sales for our client. To put it in figures, up to March 2020 (inclusive), 815 impacts have been achieved, with an audience of 107,068,748 and a valuation of 1,640,990 euros.

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