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How did Yellow engage its largest demographic to drive organic growth?

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Yellow was founded on the principle that it is our most basic instinct to protect and look out for the ones we love. This is a beautiful thing; yet, when it comes to putting it into practice, many people fall short. Not because of a lack of intention, but because of a lack of information and resources.
To bridge this gap, Yellow has developed a first-of-its-kind digital Will-making solution not just for those with access to expensive lawyers and wealth management firms, but for everyone.

What was their requirement? 

When it comes to marketing and communication, understanding one’s audience is crucial. For Yellow, a large portion of their target customer base is retired and senior citizens. This posed a unique challenge. They needed an experienced marketing and communications professional who not only understands their largest demographic but also resonates with them.

After all, to build the image of the brand as accessible, user-friendly, and trustworthy, who better than someone who is a senior themselves, and has a lifetime of experience in marketing and communications?

Why WisdomCircle and how did we help?

After they listed their requirements on WisdomCircle they found the perfect candidate in under a month. The individual had more than 27 years of experience, had retired as the head of communications for an international JV, and had recently advised other corporates and startups. This was a match made in heaven, and the person was none other than Piyali Sen Gupta.

“WisdomCircle meets all checkpoints of a high-quality recruitment product – I got a good list of candidates quickly, they were very well-matched to what I was looking for, I was able to interact with them and narrow down to the final candidate – Piyali Sen Gupta. It is great to have professional like Piyali, who has both startup and corporate experience, come in. She raises the bar of professionalism in the team. This is a big benefit for startup founders!”

Niranjan V

Niranjan Vemulkar

Co-founder and CEO of Yellow

Grow your business with talent that understands your audience

The story of Yellow shows that tapping into the minds of your audience with insights from senior experts can be a game-changer. If you’re a startup looking to drive organic growth, consider leveraging the wisdom of experienced professionals who understand your target audience.

List your role on WisdomCircle today and see the difference senior professionals can make to your business.

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