4 minute read
Beating targets via audience-focus
from Heather's portfolio
CUSTOMER-CENTRICITY & AUDIENCE-FOCUS
Oxfam Unwrapped segmentation & supporter proposition
Context Oxfam Unwrapped income is in decline. The brand has been under-invested in, and the focal Christmas campaign has been unchanged for years.
Data indicates that a high value segment delivers 40% of the product revenue – however these supporters’ needs are not recognised in campaigns.
• Reverse sales decline, increasing sales by 4% via the 2017 Christmas campaign
• Increase high value supporter retention with customer-centric propositions
Prior campaign approach
Existing propositions centred wholly on incentives to buy
Messaging targeted at the widest possible audience, with no differentiation
Campaign strategy High value supporter profile developed, lookalikes targeted via paid social and display.
High value proposition focuses on impact – based on significant testing.
Incentive-led propositions remain, but as a secondary focus to drive conversion.
Campaign strategy Low value prospect data profile developed and excluded from targeting.
Broad messaging grounded in hope, and move away from gimmicky propositions, drives higher value acquisition.
Results The campaign strategy increased both income and supporter retention.
Digital & direct income