Oxfam Case study SYMBOLIC GIFT by Energy BBDO Chicago

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Industry Charities, Foundations, Volunteers
Media Case study
Market United States
Agency Energy BBDO Chicago
Art Director Kyle Everett, Francis Almeda
Released November 2010

Credits & Description

Category: Titanium and Integrated
Date of First Appearance: Nov 1 2010
Entry URL: http://www.energybbdo.com/work/oxfam
Creative Director, Writer: Kevin Lynch (Energy BBDO)
Creative Director, Art Director, Designer: Diana Morison (Energy BBDO)
Art Director: Kyle Everett (Energy BBDO)
Art Director: Francis Almeda (Energy BBDO)
Writer: Nate Gagnon (Energy BBDO)
Planner: Leah Gritton (Energy BBDO)
Team Leader: Claudia Richman (Energy BBDO)
Project Manager: Catherine Hughes (Energy BBDO)
Photographer, Retoucher: Pier Nicola D'Amico (Energy BBDO)
Media placement: Celebrity Endorsement - Twitter - November 1, 2010
Media placement: PR Efforts - Local And National Print - November 8, 2010
Media placement: Blogger Seeding - Online - Novemeber 15, 2010
Media placement: Print - - November 22, 2010
Media placement: Outdoor - - November 22, 2010
Media placement: Digital - Online - November 22, 2010

Describe the campaign/entry
Oxfam America’s "symbolic gift" program helps raise funds to fight poverty worldwide. These symbolic gifts include items such as goats and alpacas. Our target audience is affluent, educated women. Only a percentage of these women are "philanthropically minded" yet the vast majority are fashion-forward and image-conscious.
o we tapped into their existing interests about fashion by treating these gifts as if they were part of the latest fashion line from Harrods or Barneys. The campaign was launched like a fashion line as well, with gushing reviews from celebrities such as Minnie Driver, Scarlett Johansson, and Anna Torv. And of course, we gave the effort a fashionable name as well: The Oxfam Collection.

Describe how the campaign/entry was launched across each channel in the order of implementation
The Oxfam Collection campaign rolled out with the same marketing approach as a fashion line. First came reviews and raves from celebrities such as Minnie Driver, Scarlett Johansson, and Anna Torv. Next, an aggressive PR effort landed The Oxfam Collection in magazine write-ups about the "hottest/trendiest gifts of the season."
We then launched a seeding program among fashion bloggers, dubbed "The Bloggerazzi." Once a groundswell of awareness and enthusiasm was established among fashion influencers, we rolled out mass media. Print and outdoor ads featured the striking juxtaposition of Oxfam gifts (goats, alpacas, etc.) on fashion runways. Finally, exclusive behind-the-scenes videos of the shoot continued and deepened the story, gaining thousands of additional impressions.

Give some idea of how successful this campaign/entry was with both client and consumer
The Oxfam Collection campaign generated substantial talk value, including articles in publications as diverse as Fast Company and the Huffington Post, as well as inclusion in editorial lists about unique/ trendy gifts. And the talk value translated into action: traffic to the Oxfam Gifts website exceeded previous traffic records by 46%.
More importantly, 64% of all purchasers were new customers to Oxfam, beating program goals and adding valuable prospects to Oxfam’s database for future fundraising endeavors.