The legacy of a master goldsmith.
Al Pegno 1977's story dates back to 1962, when an Italian master goldsmith founded his business. The concept was born in 1977, inspired by the historic Pawnbrokers' Bank auctions. Today led by Alessandro Fazio, the company operates by appointment with payments up to €250,000 per transaction.
The challenge: scaling a trust-based market.
Deep Marketing needed to radically distinguish Al Pegno from the stereotypical gold buying image and build a digital ecosystem for rapid growth.
Scientific advertising and growth hacking.
The approach was built on geo-localised Google Ads, growth hacking with innovative loyalty technology, and digital sales growth. Trustpilot rating of 4.6/5 with 220+ verified reviews.
From 2 to 10: exponential expansion.
From two initial stores, Al Pegno expanded to Milan Duomo, Milan CityLife, Monza, Turin, Bergamo, Verona, Brescia and Parma. The case was featured by MilanoFinanza.
"The collaboration with Deep Marketing didn't just improve our online visibility. It transformed how we think about growth."
Alessandro Fazio — CEO, Al Pegno 1977
