Restoring trust through authentic content
Client
WLC Online Auctions
Platforms
Social media
Meta Adverts
Services
Content creation
Videography
Location
Southport
WLC Online Auctions specialise in the sale of luxury items, including Rolex watches, diamond jewellery, designer handbags and other high-value collectibles. While their auctions were performing well, they faced a challenge that was becoming increasingly difficult to ignore.
Their Meta advertising campaigns were attracting a steady stream of comments accusing the business of being a scam. The problem wasn’t the company or the service they provided – it was perception. The adverts featured products, but very little evidence of the people, expertise and processes behind the business.
WLC approached Surfr to audit their existing advertising content and identify why potential customers were questioning the legitimacy of the brand.
After reviewing the campaigns, we discovered that almost every advert focused solely on the products themselves. There was no insight into the team, the premises, the authentication process or the care taken when handling valuable items. For a business selling luxury goods online, that missing layer of trust was critical.
Our solution was to create a new video content library designed around transparency and authenticity. Rather than simply showcasing watches, jewellery and designer accessories, we brought the business behind the products into focus.
The new adverts featured staff carefully inspecting luxury watches, jewellery being packaged and prepared for delivery, and behind-the-scenes footage of WLC’s fully stocked premises. By showing the expertise, processes and people behind the auctions, the luxury product content creation videos gave potential customers confidence in the business before they even clicked through to the website.
The results were immediate. Not only did engagement improve, but the negative comments questioning the legitimacy of the company disappeared entirely. By replacing suspicion with transparency, WLC were able to build trust at scale and improve the performance of their advertising campaigns.
Today, Surfr continues to support WLC Online Auctions through our quarterly content package, returning every three months to refresh their luxury product content creation library and ensure their advertising remains engaging, authentic and effective.
