Oxfam Unwrapped

Background

Oxfam Unwrapped provides charity gifts for the people that need them most. Oxfam Unwrapped is the largest range of charity gifts on the market. Since its launch in 2004, Oxfam Unwrapped has raised £60million to support vulnerable people around the world

Brief to CubanEight

In the run up to Christmas in 2010, Oxfam wanted to re-excite press and consumers about OU despite lack of ‘newness’

Generate hard-hitting and innovative campaigns

Achieve print, radio and TV coverage to drive traffic to shops and online and grow first time purchases

Campaign strategy

CubanEight sought to create a sustained campaign comprising multiple elements to engage with key media and target markets over a period of time from October – December

Tactics / activity

  • Pantomime Goat – CubanEight bought to life, Archie the Goat, Oxfam Unwrapped’s mascot as a pantomime goat character. We arranged tie ups with local pantomimes and arranged for Archie to visit local shops– generating local media interest to support the campaign
  • Formula for a perfect Christmas – creation of a light-hearted and fun ‘formula’ showing what elements are key to making the perfect Christmas, drawing attention to Oxfam Unwrapped’s Christmas offering
  • Mummy bloggers – we identified and arranged a tie up with key mummy blogger Sally Whittle (Who’s the Mummy blog) to organise ‘Simplify you Christmas blog carnival’ and invited other bloggers to get involved and post on OU/ simple Christmas ideas

Campaign outcomes

218 pieces of coverage achieved – over 350% of coverage target agreed with client achieved. The campaign engaged media and target market, by highlighting new elements of Oxfam Unwrapped – kid’s range, online activity – and generation of new ideas – pantomime activity and Young Philanthropists angle

Local shop tie ups also supported guerrilla marketing techniques, creating buzz and excitement at the retails locations

Mummy blogger carnival involved 29 bloggers in total and engaged target market directly (mummy bloggers themselves) and key audiences (blog readers)

Overall, a sustained campaign, resulting in strong media coverage and increased good-will towards Oxfam Unwrapped