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Challenge:
Oxfam America was readying to launch Oxfam America Unwrapped,
an online donation site that had proven successful in international
markets. The organization needed a launch strategy that would
connect with U.S. consumers, despite Oxfam America having
never purchased media for previous campaigns.
Strategy: Gold Group built and executed a
digital-centric media plan that targeted high-index cities
and incorporated guerilla tactics such as celebrity videos
and blogger outreach. Campaign components included SEM, behavioral
targeting, email, social media sponsorship and out-of-home.
Outcome: In its first year Oxfam America Unwrapped
received more than $1MM in donations, with more than 60% from
first-time donors, besting established goals. It was one of
the most successful Unwrapped launches of any of the 13 national
Oxfam affiliates.
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