Campaign details
Brand: The Royal Mint BullionBrand owner: The Royal MintLead agency: Manning Gottlieb OMDCountry: United KingdomIndustries: InvestmentMedia channels: Search marketingBudget: Up to 500k
Executive summary
Royal Mint Bullion's business model, selling gold to investors, is a low-margin business. In 2017, the Royal Mint was under pressure so they set us our toughest targets for paid search ever.
We needed a completely new approach to give us a chance of hitting our targets. We began by examining the fundamentals of why investors bought gold.
We discovered that interest in...