A GLOBAL LEADER IN GOLD BUSINESS
INTRODUCTION
SharkSPIN joined hands with a global leader in the gold business to upgrade the online marketing competencies of the group and its business verticals. The comprehensive suite of services undertaken to deliver the project was aimed at rehashing the business’s essence by aligning its perceived corporate identity and brand proposition to the actual goals and values of the organization.
THE PROCESS ADOPTED
STEP 1: Deep Dive
We adopted a systematic and disciplined approach for a pragmatic interpretation of the tenets surrounding the corporate house and its brands. A thorough analysis of the web portfolio of the brand and measurement of the sentiment score was done to lay down objectives and proceed further.
STEP 2: Identifying Opportunities
Next, it was essential to identify opportunities where there can be a better representation of the public listed company and its verticals. The idea was to work around the perceived “centrality” (how representative the core business was of its category) and “distinctiveness” (how well its retail brand stands out).
STEP 3: Set Brand Essence
The various findings by our research analysts helped us set our guidelines to create a unique essence and augment the existing perception of the business. We came up with a multi-level ingredient branding approach to leveraging media communications of its Gold Refining and Manufacturing operations.
STEP 4: Delivering Excellence
Our bespoke efforts across digital media cumulated into building the desired perception of the brand. We not only used advanced optimization techniques to deliver masterclass, our content experts also getting the message out for the brand at times when it mattered most to the business. A 720-degree solution was provided to social media, creating newsworthy stories and substantially increase the desired media exposure.
RESULT
SharkSPIN’s efforts were constantly appreciated by the Marketing & Corporate Communications Heads of the business. We met with our objective of creating and augmenting brand perception which helped garner likeability and establish meaningful with customers in different marketplaces and the media communities at large.
