To drive awareness of Oxfam America Unwrapped and to reach consumers at moments during the holiday shopping season when they are in the gift-giving mindset and are more likely to purchase gifts that give back.
Proximity Targeting at shopping centres, malls and grocery shops to reach people preparing for the holidays who are in the gift-giving mindset, as well as targeting Oxfam America’s out-of-home media placements and street canvassers to amplify their messaging.
Audience Targeting to charitable individuals who have a higher propensity to donate to meaningful causes.
Oxfam America saw a 6.5% in increase in total donations, a 7% increase in first-time donors and a 13% increase in mobile revenue share year over year. Web site traffic was also up in three key markets: San Francisco, Boston and DC.
Donations of trees were up 431% and 131% for wells, which correlated to Oxfam America’s two highest performing ad creatives which promoted these gifts as donations.
This was the most successful Oxfam Unwrapped campaign since its inception ten years ago. By leveraging GroundTruth’s targeting technology and pairing it with out-of-home advertising and street canvassers, we were able to expand our brand impressions to help significantly increase total donations and first-time donors.
Josh Silva, Senior Marketing Officer at Oxfam America