Oxford Gold Group:
Brand Awareness Video
A creative testing strategy designed to expand the brand’s audience and clarify messaging in a high-consideration financial category.
Agency: Wpromote
Role: Performance Creative Strategist
The Context
Oxford Gold Group wanted to grow brand awareness beyond its core audience of older adults and reach a younger generation of prospective investors. The challenge was to introduce precious metals in a way that felt credible and trustworthy without overwhelming viewers who were newer to the category.
Financial advertising in gold often skews dense and technical, which can create friction for younger audiences who expect clarity and transparency. This raised a key question: how should educational brand storytelling be delivered to support comprehension and confidence for a newer audience?
The Strategy
Insight
For beginner audiences, clarity is the fastest path to trust and curiosity. Guided storytelling can reduce cognitive load and make unfamiliar financial concepts easier to engage with.
What we did
Developed an animated explainer designed to feel modern, neutral, and approachable
Used voiceover-led narration to clearly guide viewers through the brand’s value proposition
Tested creative performance across Meta and YouTube to understand how narrative delivery influenced comprehension and efficiency
What we avoided
Jargon-heavy messaging that required effort to follow along
Fear-driven or urgency-based messaging
Infomercial-style content and reenactments historically used to reach older audiences
The Work
We concepted and scripted an animated explainer video to clearly introduce Oxford Gold Group’s offering in a way that felt beginner-friendly and relevant to younger audiences. The creative was designed to prioritize narrative flow, clarity, and education to support product and service knowledge before persuasion.
The asset was tested across Meta and YouTube in an A/B environment to understand how voiceover-supported storytelling impacted performance and engagement across platforms.
Performance Creative Strategist: Mindy Lee
Motion Graphics Designer: Chris Jun
Impact
On Meta, the voiceover version drove a 50% lower CPA, reaching 95% statistical significance, challenging the assumption that sound-off creative is always optimal
On YouTube, the voiceover asset delivered an 18% lower CPA, reinforcing sound-on storytelling as the stronger approach for the platform
A lift study showed increased search volume among prospecting audiences, validating the explainer video’s effectiveness as an upper-funnel education tool
The results demonstrated that audience needs should guide creative decisions, particularly when introducing complex topics to new demographics.
My Role
I led the creative strategy for this initiative, owning the concept development and scriptwriting for the animated explainer. I partnered closely with media teams to design the testing framework, analyzed performance across platforms, and translated findings into strategic recommendations to support ongoing audience growth.