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. The goal was to build awareness, engage supporters, and drive conversions for their unique gift-giving initiative.
The solution
Our strategy involved a phased approach to Meta Ads, tailored to the campaign’s evolving needs. Initially, we focused on building awareness and engagement by highlighting powerful stories of Oxfam beneficiaries, drawing emotional connections with potential donors.
As the Christmas season approached, we shifted to a conversion-centric strategy, leveraging targeted ads to drive donations during the peak period. Throughout, we continuously optimised our content and targeting to ensure maximum impact and return on investment.
Transforming heartfelt stories into actionable impact, our targeted Meta Ads strategy drove significant engagement and conversions for Oxfam Unwrapped, proving that purposeful campaigns can achieve remarkable results.
