World Gold Council

CASE STUDY

World Gold Council

WGC's Video Campaign Shines with 174 million Impressions

World Gold Council

Transforming Gold's Perception Among Gen Z with Digital Short-Form Video

Client Goals

The World Gold Council partnered with Scatter to reconnect with India’s Gen Z by reimagining gold for modern brides. Through a stunning video campaign featuring celebrity stylist Gopalika Virmani, we showcased six unique bridal personalities, highlighting gold’s versatility and making it relevant and fashionable for the newer generations.

Challenges

WGC struggled to connect with Indian Gen Z, a cohort that did not have an emotional connection with gold, seeing it as something traditional and out of sync with their self-expression. Additionally, Gen Z did not seem to be thinking about long-term investments or losing sleep over financial crashes, meaning gold did not naturally fit into their plans. The question was —how could WGC make gold relevant, aspirational, and personal for the youth of today?

Observation

Scatter decided to understand what mattered to Gen Z and rethink how gold connected with them. We discovered a strong thread: their love for reimagining traditions, especially around life’s biggest milestones such as weddings.

Route

Keeping this in mind, Scatter came up with a simple yet powerful idea: Weddings can become a canvas where self-expression meets cultural heritage, especially for brides who did not want to fit into a mould. And gold, when styled right, could become a perfect medium for this self-expression.

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.

RESULTS

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.