What was the role of Digital in the media mix?
Video was the ideal way to explain the proposition behind the Oxfam Online Shop, show the amazing items available to buy, and provide a behind-the-scenes sneak peek of the Oxfam warehouse. To show the real people behind Oxfam’s work, the film featured Oxfam supporters, volunteers and staff. Oxfam then created short video ads from the film, with several different edits to test out on its target audiences for effectiveness.
Oxfam then created audiences based on interests and demographics. Relevant people in Great Britain saw the video ads in Facebook News Feed, on Instagram and in Stories. Oxfam selected the online sales ad objective to ensure that ads were shown to people who were most likely to make a purchase.
During the course of the three-week campaign, Oxfam tracked conversions to understand which ad creative was performing best. Budget was allocated to the most effective creative, while ads that performed less well were paused. Oxfam then ran a conversion lift study to understand the incremental value of this campaign.
increase in add-to-cart events
increase in purchases
increase in revenue
What results did you attain? What was the biggest achievement?
A Facebook conversion lift study confirmed the positive impact and value of Oxfam’s 2019 campaign:
- 2.2X increase in add-to-cart events
- 1.8X increase in purchases
- 1.4X increase in revenue
In a sentence…
Oxfam increases online shop sales with compelling Facebook video ads
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"Facebook advertising is a powerful way for us to reach new audiences and share the story of our amazing Oxfam Online Shop. Running a conversion lift study has provided us additional insight into how the activity drives incremental conversions and helps inform our approach for future campaigns." - Emma James-English, Digital Acquisition Account Manager, Oxfam GB