Fully personalised campaigns
Oxfam Unwrapped Christmas 2018 direct mail pack & videos
Context The 2018 Haiti scandal undermines supporter trust in Oxfam. Increased demand for transparency emerges.
Market insight indicates that Oxfam supporters do not believe Oxfam understands their motivations for support.
Objective Engage 40,000 supporters with personalised content, recognising motivations, contributions & impact.
KPIs: CTR, response rate
Impact story relevant to purchasing behaviours
Recognition of recent activity & lifetime impact
Products relevant to transactional behaviours
Impact-led video content tailored to purchasing behaviours
Direct mail volume