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
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