Objectives 1. Connect with the Public: Through mass-marketing moments linked to key external themes which are relevant to our audiences in order to meet them on their terms and bring them closer to Oxfam. 2. Supporter Experience: We will offer our existing supporters new ways to engage, and deliver an engaging experience which deepens their understanding of and emotional connection to Oxfam. 3. Income: Deliver income for Oxfam through our retail offering. 2
Marketing Strategy (to achieve the objectives) 1. Raise awareness of Oxfam Online Shop (to attract more shoppers) 2. Raise awareness of Oxfam’s strong position regarding sustainable fashion and Wastesaver (to attract more shoppers and goods donors) To achieve 1 & 2 we will use mass-marketing & PR to deliver the key message: 3. Data capture: to bring 30,000 people into Oxfam in ways relevant to them, in order to deliver a strong journey to engage with our work. 4. Journey: Deliver a strong supporter journey to engage with our work which makes the links between shopping and Oxfam’s cause, and helps supporters feel the difference they’re making 3
Why Sustainable Fashion?
7
Fast Fashion & Climate Change
9
Oxfam & Climate Change
Oxfam & Fashion
Shops
Festivals Over 20,000 sign ups from festivals
Partners Comfort social media & pop up Anthony Burrill film, screen printing & exhibition #ThisMuchIKnow partnership with Vestiaire Collective
Media strategy Celebrity donations A fashion-led photoshoot A survey Robust new research Influencer support
Spokespeople for broadcast 64 local radio bulletins, discussions, phone-ins & interviews on BBC & commercial stations. BBC Radio 2, 5 Live, Radio 4 (Today programme, You & Yours & Woman’s Hour). BBC local TV, BBC World, Sky News, ITV News, Channel 4.
470 pieces of press Coverage £1.9m AVE of coverage 604 Million Opportunities to see 23
Influencers
Social media Share graphics for social proofing Over 50,000 uses of #SecondHandSeptember Prize draw to drive hashtag usage Our board shared to Pinterest homepage
Content Marketing Blogs provided rich content for the supporter email journey & social channels 26
Oxfam blogs: Fashion + Climate Click the image to view each blog
Print Summer newsletter & insert sent to over 300,000 supporters
Digital acquisition UTILISNG MEDIA OPPS ENGAGEMENT & ACTION REMARKETING TO ENGAGE - Tested multiple audiences - Utilise media opps that had - Remarketed to SHS website coverage to drive sign-ups and creative to drive reach, visitors with reminders to, OOS around Glastonbury donations. engagement and action. offer and thank you msg. AUDIENCE INISGHT PAID SOCIAL - 93% of sign-ups generated were female - Female 45-54 years generated highest volume of sign-ups 25% - Sustainable Living Interest group drove highest volume of sign-ups 14%
Website, app, email The following 3 slides are our bespoke SHS email journey sent to all sign ups …
Paid press ads & content on demand Aug. 27 th 2019 Aug. 28 th 2019 Page: 19 Page: 22
Results 62,000 people signed up to take part Reached over 10 million people Festival campaign most successful season ever Over 50,000 uses of #SecondHandSeptember Requests from corporates to partner Incredible celebrity and influencer outreach
"I want to say that this experience has had a profound effect on my thinking and lifestyle. I thought I was doing my bit with recycling, cutting down on plastic, buying organic and local(ish), donating things to charity shops. But talking to the folk at WOMAD has changed my perspective. I didn't realise what a habitual consumer I am, and I am changing my ways. It honestly feels like a big shift in attitude - so huge thanks to Oxfam for making me a better, more aware, more planet-friendly person"
Following #SHS, nearly all supporters told us that they would take part again. 31% said it improved their opinion of Oxfam and 60% believed they were supporting Oxfam to tackle climate change 7/10 people abstained The majority of SHS 9/10 that took part from online supporters still believe in SHS shopped in purchases Charity shops to be Hit Oxfam prior to altogether… or Miss SHS 10% have NEVER …eBay was the most bought second 91% of participants used online platform for hand are female and 70% 29% think they’re those that did are aged 45 and over amazing! Many shoppers chose to not buy anything for the month of September What happened in 60% STRONGLY AGREE Less than 10% of Nearly all of those September? that they were helping supporters found SHS What is planned for that took part would take part again… Oxfam to tackle Climate harder than they the next 12 months 1 . Donate to another Change thought it would be with charity (53%) 1. Donate to another nearly half finding it charity (94%) easier! 2. Sharing SHS on Social Media (47%) 2. Buy second hand clothes (83%) 40% STRONGLY AGREE And 31% said it 3. Buying from improved their that they were helping another Charity 3. Buy less new (41%) Oxfam to fight poverty opinion of Oxfam clothes (79%) Source: Oxfam SHS Survey sent out 30 th September: 702 respondents
There are individual motivations for taking part; people have made observations about their own shopping behaviours. They have also been educated about the impact of fast fashion on the planet and want to contribute their help Why I took part… I want to There’s a I care for the change my climate planet/ world behaviour impact I want to be I currently aware of my buy second shopping hand I’m thinking habits I want to of the reduce waste environment Planet People Source: Oxfam SHS Survey sent out 30 th September: 702 respondents
Across all Public Engagement teams Comms & Story Audience Engagement Shops Campaigns Audience insight The SHS idea! POS & displays Robust research Incredible creative Audience-focused Strategy Donation drive Blog writing Festivals Upcycling events Huge Media & PR Project management Wastesaver Celeb & artist liaison Marketing & acquisition Online Shop Corporate partnerships Spokespeople
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