World Gold Council
My Gold Guide - Connecting Gold with Gen Z
Transforming Gold's Perception Among Gen Z with Digital Short-Form Video
Reposition gold jewellery as a trendy and modern choice for Gen Z brides, countering the perception of gold jewellery is only for a traditional bride
- Perception of Gold: Gold is often seen by the younger generation as a traditional accessory, not suitable for modern self-expression.
- Cultural Significance vs. Modern Trends: Balancing the cultural significance of gold with the need for modern, trendy bridal looks.
Younger brides are keen to express their individuality and are yet deeply connected to their cultural roots, especially during significant life events like weddings. In sharp contrast to the diamond – cookie-cutter bride, we curated looks that helped brides craft their own narrative on one of the biggest days of their lives.
Content Strategy
Collaborations: Partnered with celebrity stylist Gopalika Virmani, who has a strong social media presence, to curate and promote diverse bridal looks incorporating gold jewelry.
Curated Bridal Personas
Developed six distinct bridal personas—Classic Bride, Trendsetter Bride, Royal Bride, Intimate Bride, New Age Bride, and Boho Bride. Each persona showcased unique ways to incorporate gold into bridal fashion, highlighting individuality.
Visually Aesthetic Videos
Created short-form videos featuring Gopalika Virmani’s expert insights and styling tips for each bridal persona. These videos were shared on Instagram and YouTube.
Cultural Relevance and Modern Trends
Highlighted the cultural richness and modern appeal of gold jewelry, emphasizing its versatility and relevance for contemporary brides.
175 million Impressions
The campaign generated close to 175 million impressions with 12 million video views and 19.5 Mn engagement.
Increase in Engagement
The campaign received a lot of engagement, people relating to the looks and commenting on the beauty and versatility of the gold jewellery.
The My Gold Guide campaign successfully positioned gold as a modern and trendy jewellery choice for Gen Z brides through strategic digital short-form videos.
CONCLUSION
By collaborating with a celebrity stylist and creating visually engaging content, the campaign bridged the gap between traditional gold jewelry and contemporary bridal fashion. This approach not only sparked interest in gold among many young brides but also demonstrated its cultural and modern significance, driving engagement and establishing a strong connection with the target audience.
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