Case Study · Investment

eBullion.

Precious Metals Investing Platform

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Client

eBullion

Year

2024

Project

Growth Marketing

Sector

Investment

The brand

About eBullion.

eBullion is a precious metals investment platform that allows users to buy, sell, and manage gold, silver, palladium and platinum investments securely online. The platform provides real time pricing, seamless transactions, and investment management solutions.

Capabilities engaged

FinTechPerformance Marketing

The Challenge

What we
were solving.

The precious metals investment market in India is highly competitive, with several established players and strong customer trust towards traditional investment methods. While eBullion offers a secure and convenient platform to invest in multiple precious metals, building awareness and trust among users was a challenge. Increasing qualified app installs and improving campaign performance across channels required a focused strategy.

01The company was competing with well established investment platforms and traditional gold buying methods.
02Many users were unfamiliar with investing in precious metals through online platforms, making trust building difficult.
03Generating consistent high quality app installs, and acquiring users through search channels was a challenge.

Our Approach

Discovery, the trust thesis

Online precious metals sits at the intersection of two skeptical audiences: people who distrust paper finance and people who distrust online finance. Discovery centred on a single insight, trust, not awareness, was the conversion lever. We rebuilt the brief around it.

We mapped the consumer journey from cold curiosity through KYC to first transaction, identifying friction points where uncertainty quietly killed sign-ups. Every subsequent investment was prioritised by where it most efficiently engineered trust at scale.

Audience research across India, GCC, and South-East Asia
Trust-friction audit across the entire onboarding flow
Competitive disclosure benchmark vs traditional players
12-month KPI tree anchored to revenue, not impressions

Brand and identity refresh

We refreshed the visual and verbal identity around clarity, custody, and provenance. Vault imagery, audit signals, and licensed-AI brand films communicated authority without overstatement, the tonal register a sophisticated investor would respect.

Trust signals were treated as conversion assets, not legal theatre, surfaced on the homepage and in onboarding flows, never buried in footers.

Visual system rebuild, typography, palette, motion
Vault and custody imagery, photographed and 3D-rendered
Licensed-AI celebrity film series for awareness
Conversion-grade trust disclosures across the funnel

Performance marketing for app installs

Awareness and app-install ads ran at scale across Meta, Google, and connected display, with creative variants tested weekly. Interest-based campaigns targeted investors and high-intent users; awareness campaigns blanketed select cities with licensed AI-generated celebrity videos promoting eBullion.

Optimisation moved aggressively from impressions to installs to first-purchase events, with creative iteration tied to a daily review cycle between media and creative teams.

Meta Ads, interest, retargeting, and lookalike layers
Google App Campaigns optimised for first-purchase
City-specific awareness creative with regional voice
Daily creative iteration loop with paid-team handoff

Search demand and an SEO content ecosystem

Paid search captured intent on commercial queries, gold rates, silver investment, app comparisons, while a parallel SEO programme built an editorial ecosystem around the language new investors actually use.

Glossaries, how-to guides, and trust-content pieces (vault tours, audit explainers, regulatory primers) were produced to editorial standard and internally linked into commercial pages. The result was an organic moat competitors could not buy their way around.