Fully personalised campaigns

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

Direct mail

Impact story relevant to purchasing behaviours

Recognition of recent activity & lifetime impact

Products relevant to transactional behaviours

Watch: https://youtu.be/JDmWvwnmIsA

Impact-led video content tailored to purchasing behaviours

Watch: https://youtu.be/aLKEQ08RIlI

Results

Direct mail volume

11,000

Response rate

4%

Email volume

28,000

CTR

16%

Income generated

£24,000

Costs

£13,000

ROI

1.8:1