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.

Objectives

• 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.

Impressions

55M

Qty clicks

96,500

CTR

0.2%

Conversion rate

20%

Digital & direct income

£1.8M

Retail income

£1.2M

Total income

£3M

+7%

Costs

£700K

ROI

4.4:1

Retention

26%

+5%