World Gold Council

As an international trade organization dedicated to the gold industry and the co-sponsor of the largest gold ETF on the market, World Gold Council maintained a unique role in the media landscape. They tasked us with overseeing its earned media and social media strategies in the US, while maintaining the global approach central to its brand. This involved close coordination with their international PR leaders, in addition to their agency partners across the US, EMEA, and APAC.

By leveraging World Gold Council’s research and reports linked to the commodity and its use cases within the larger investment ecosystem, we were able to secure proactive media coverage and position our SMEs as industry thought leaders through social platforms. While we established report release dates as tentpole moments that offered commodity reporters data they could consistently rely on, we also leveraged specific data within to conduct targeted outreach to a broader list of publications, build new media relationships, and extend the value of company-owned content. Over the course of our time working together, our results included: