The client
Oxfam Australia is a leading humanitarian organisation dedicated to fighting poverty and inequality worldwide. Through on-the-ground community support and global advocacy, Oxfam aims to ensure that all lives are valued equally and that no one lives in poverty.
The brief
Oxfam Australia wanted to amplify their Oxfam Unwrapped campaign to maximise impact during the crucial pre-Christmas donation period. Each Oxfam Unwrapped card helps change the lives of people living in poverty by providing them food, clean water, or other life-changing essentials. The goal was to build awareness, engage supporters, and drive conversions for their unique gift-giving initiative during this competitive time.
The solution
Our strategy involved a phased approach to Meta Ads. To set Oxfam apart from other Christmas giving campaigns, we recognised the need for drawing deeper emotional connections with potential donors. We decided to combine powerful beneficiary stories and photography with the recognisable illustrative content to help build awareness and engagement.
As the Christmas season approached, we shifted to a conversion-centric strategy, using targeted ads to drive donations during the peak period.
The result
Oxfam recorded a 60% increase in donations revenue, and the average donation value rose by 72% during the campaign period — all with a 9% reduction in ad spend.
Transforming heartfelt stories into actionable content, our strategy drove donations for Oxfam Unwrapped — proving that purposeful campaigns can achieve remarkable results.
