MCDM - 15 DEC 2023

OXFAM
COMMUNICATION
CAMPAING
Carolina Pinheiro, Cristina Hul Petryk, Isabel Martins,
Marco Bruno Porcelli, Pedro Carvalho

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 INDEX:
Introduction
Target audience
Communication objectives
Message design
Communication channels
Budget
Implementation & Assessment
of the campaign

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 Our Marketing Research
ARE YOU MORE WILLING TO DONATE OR
HAVE YOU EVER BOUGHT IN BUY PRODUCTS FROM NGOS DURING
HOW OLD ARE YOU? SECONDHAND? CHRITSMAS PERIOD?

WOULD YOU GIVE AS A GIFT A CHRISTMAS ADVERTISING AFFECTS YOUR

DO YOU KNOW OXFAM? SECONDHAND PRODUCT? BUYING

At the beginning of our project we had this idea of developing the marketing campaign for
Oxfam second hand shops, exlpoiting the Christmas period. During the Christmas period
there is an increase in purchases, so we created a survey in order to understand if our
initial idea was supported by data and by people behaviour. On the slide there are the
questions we asked and their results. The results clearly show that people who answered
are influenced by Christmas advertisment and that they would gift a second hand product
for Christmas. Moreover, from the survey it emerged that people are more willing to both
buy and donate to NGOs during Christmas. The results we obtained somehow justify and
clearly show that our initial idea of campaign could be effective in increasing sales and
donations to Oxfam shops, but also awareness on Oxfam.

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 SENSITIVE SHARED
GENERATION
TARGETING Z
TO SOCIAL
ISSUES
OXFAM
VALUES
AUDIENCE

Younger generation
Poverty - 65.5% Pro-environmental
between 15 and 30
Education - 52.1% Conscient
years old
Child labour - 43.7% Humanitarian
Keen on fashion and
Climate change - Solidary
new trends
41.2% Inclusive
Recreation-oriented
Enviromental issues -
people
26.9%
Still studying or are
young professionals
Price-sensitive
looking

Our target for this marketing campaign is the younger generation between 15 and 30 years
old, young people keen on fashion and new trends, recreation-oriented people with few
financial burdens. Firstly, because this generation Z corresponds to 87% of the people that
responded to the questionary. They had already bought secondhand clothes before and
their answer to the question “Would you give as a gift a secondhand product?” was
affirmative in 51,6% of the research. Gen Z also showed to feel more inclined to both
donate and buy secondhand products during Christmas time.
A significant part of this generation is still studying or are young professionals. They don’t
have yet a stable income and are still gaining some financial independence, and because
of that they can be more price-sensitive looking for discounts and better deals, as
secondhand shops such as Oxfam are quite attractive to them. This target audience is also
sensitive to social issues, especially poverty and education. According to Stanford’s
Jennifer Aaker consumers choose brands whose personalities match their own. So, to
keep the costumer loyal after the campaign the target is consumers that share Oxfam
values and personality traits, such as a pro-environmental, conscient, humanitarian,
solidary and inclusive people.

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 COMMUNICATION OBJECTIVES

Our aim Our goals

1. Raise awareness about

the organisation;
Reach 200,000 people, by the end of Oxfam’s Christmas
2. Deepen individuals
campaign period by publicising it on social media, specifically
undertsanding of the
aiming for young people ageing from 15 to 30.
significant impact of
Getting 56,000 people to donate or buy using the donation
their purchase at Oxfam;
driven discounts and ensuring that Oxfam’s mission is
3. For people to take
highlighted by the Christmas campaign, running from November
concrete actions and
25th to December 31st.
actively participate in our
campaign.

Communication objectives:
With our campaign our aim is to reach the three major communication goals, the cognitive
with which we want to raise awareness about the organisation, since according to the
survey we made about 73.2% of the respondents said that they do not know Oxfam, the
affective where we aim to get people to understand the impact that their purchase in
Oxfam has, catching their attention, and lastly the conative where we want people will
take action and actually join our campaign.

To create our goals for this campaign we used the SMART method:
- Reach 200,000 people, by the end of Oxfam’s Christmas campaign period by publicising
it on social media, specifically aiming for young people ageing from 15 to 30.
Specific: Publicise Oxfam’s Christmas campaign on social media platforms, with a focus on
reaching 200,000 young people aged 15 to 30.
Measurable: Tracking website visits and comparing them to the baseline during the
campaign using these kpi’s: increase in website visitors, increase in likes, shares and
comments.
Achievable: Utilise targeted and engaging content, tailored to resonate with this age group
and leverage appropriate social media platforms to maximise reach within this generation.
Relevant: Increases the engagement with young people which aligns with the overall
objective of connecting with the target audience and emphasises the importance of
participation in charitable activities during the holiday season.
Time-framed: The timeframe to achieve this during the Christmas campaign and the
organisation is also going to monitor the progress and make necessary adjustments as
needed.

- Getting 56,000 people to donate or buy using the donation driven discounts and
ensuring that
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Oxfam’s mission is highlighted by the Christmas campaign, running from November 25th
to December 31st.
Specific: Generate donations and sales from 56,000 individuals during Oxfam’s Christmas
campai gn.
Measurable: Utilising tracking systems to monitor the impact of donation-driven discounts
on overall contributions and measure the effectiveness with these kpi’s: total number and
value of donations received, total number and value of sales, percentage of people who
make a donation and redeem a discount.
Achievable: Implementing a strategic plan to incentivise the contributions and ensuring
that the campaign communicates Oxfam’s mission.
Relevant: Aligns with the goal of increasing the support from the specific age group and
the donation-driven discounts contribute to the success of the christmas campaign
Time-framed: The time frame is settled between November 25th and December 31st and
the progress will be regularly assessed and adjustments that are needed will be made.

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 MESSAGE DESIGN

Sustainability Social impact Discounts and promotions

Purchases and donations
contibute positively to the
environmntal issue
Reduction of waste
Conservation of resources
Contrbution to all Oxfam Gift card
initiatives If you donate or buy, you
Purchases fights main will earn money on your
social issues gift card

“YOUR DONATION, THEIR JOY:

OXFAM’S CHRISTMAS MAGIC”

The message is the vector in the communication process. An effective message helps to
create and build brand image, to influence customers perceptions and, lastly, to obtain
the desired customers actions (donations, purcahses and interactions with Oxfam in our
case). In particular the message of our marketing campaign is focused on three key
elements. The first one is sustainability, which emphasizes the fact that if you buy second
hand products as gifts for Christmas rather than new ones you positively contibute to the
environmental issue. Recycling lead to a reduction of waste (you don't throw away that
product) and to a conservation of resources (other resources will not be used to produce
new products). In addition, the first part of th message highlights that Oxfam is the perfect
choice for fashion-conscious consumers. The second element of our message is social
impact: if you buy or donate at Oxfam you contribute to all the initiatives that Oxfam is
undertaking worlwide to fight poverty and injustice (in a small scale by spending money at
Oxfam you will help to tackle this social issues). The last key aspect of the message is:
discounts and promotions. We had this idea to create a gift card for the Christmas period
that you can gift to someone. If you donate 10 piece of clothes or if you spend 25 euros at
Oxfam you will get 5 euros on your giftcard.
At the end we created a tagline (slogan) which represents the message we want to deliver.
It means that if you donate (both in the sense of clothes donation, but also by spending
money to purchase at Oxfam shops) you will contribute positively to all the issues
previously mentioned. All this part is about the message strategy (What to say?).
Regarding the creative strategy (How to say it?) we decided to deliver the message
through a video. Lastly, for the message source (Who would say it?) we decided to use
both celebrities (influencers) and ordinary people (people in the video).

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 COMMUNICATION CHANNELS

Vídeo Social
Format Media
FOR OUR TARGET
FOR OUR TARGET

Which type of advertising impacts you most?

As we pretend to focus our attention on Generation Z, the ones already followers of

OXFAM work, and reach some new customers who are not yet aware of what OXFAM is
doing, we thought about our communication channels based on that.
We will use a video for our campaign because a survey revealed that video format is one of
the most appealing to our public (59.5%). Also, we will spread our video on social media
because it aligns with our target (64.5%). So, we want to spread the message on the social
media platforms of OXFAM such as Facebook, Instagram, Twitter, and TikTok this allows us
to reach the normal customers or supporters of OXFAM and make them understand our
message and the importance of becoming more sensible to these campaigns on the
Christmas period. Here we have some data from the report of 2022, which shows the
followers on these social platforms and the desire to create a TikTok account which have
nowadays 8200 followers.

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 COMMUNICATION CHANNELS

Other Social Email

Media Marketing

Influencers

Also, we want to create a Snapchat account in order to reach more people and to post also
in Pinterest of OXFAM. We want to get some influencers' support, so we thought about
finding nearly three influencers that share the same values as OXFAM on their social
media and pay them to spread the message and the video. This will allow us to reach new
people who do not know OXFAM. Finally, we will also develop an email marketing strategy
to share the campaign on the OXFAM newsletter and website to make a presence in as
many channels as possible.
Our communication strategy is to spread as much as possible our campaign during the
Christmas period to increase secondhand clothes sales during this period and during the
next months at least. We will use sales promotion as a distribution channel using the gift
card and the discounts among quantity purchase or quantity of donation.

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 Budget Invested in:
Social Media
Gift cards
Influencer partnerships (3)
Content creation (Video campaign)
Email marketing (ULiège)

Social media Impressions:

Instagram=37.000
Facebook=30.000
Pinterest=10.000
TikTok=46.600
Email=8.400
Others near 5.000

Gift cards
Easy to engage
Environmental friendly
Newsletter email list

In this Christmas campaign budgeting is a fundamental. It allocates resources effectively

in order to get the most successful performance. For Oxfam it is a way to get more people
involved to make a difference. All of the information for this campaign is only related to
Oxfam Belgium, except Pinterest and Tik Tok, with the duration from 25th November to
31st December (37 days).
The campaign objectives are get 200.000 involved, 55.600 engaged and if this forecast is
correct which will be explain bellow, if every person who engaged contributed with
minimum of 5€, it is expected, approximately, 278.000€ in donations. It is expected to
have a 5% increase in Oxfam’s social media followers.
The components that the group thought would be beneficial for the goals of this project
are social media, influencer partnerships, content creation and email marketing. The
social media which are going to be invested in are Instagram, Facebook, Pinterest, and Tik
Tok. These are the chosen due to its impact on the campaigns target audience. It is in fact,
how mentioned before due to the form’s results, this is the best way to get Gen Z’s
attention. By being able to show them the objectives in a different and fun way Oxfam will
achieve more successfully its goals. The calculation made for this aspect are realistic
results taken from social media advertisement information. On Instagram Oxfam BE has
5.934 followers (Oxfam Belgique, 2023). To have boost in a post it will cost 2€ per day.
Because Instagram is one of the most popular apps it will be reasonable to invest 2€ for
37 days which equals to 74€. This cost will reach to 37.000 impressions. Facebook is the
most followed platform, 25.000 followers (Facebook, 2023). If nearly 50€ equals to
10.000 impressions (Meta, 2023), it will be valuable if we invested 150€. This way it will be
possible to get 30.000 impressions. Since Pinterest with 6.200 followers (Oxfam
International, 2023a), was found that the CPM is around 5€, it is advantageous to invest
50€. It will generate 10.000 impressions. To finalize the social media, we could use help
from the app

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with the betting algorithm which will get a better target audience related to second hand
and people with similar goals as Oxfam, Tik Tok with 8.202 followers (Oxfam International,
2023b). Due to its importance, TikTok is the most expensive app. It doesn’t make sense to
our campaign to invest a lot of money on it but it is necessary to put some. The price per
31 days=577€ plus 1 day=46,50€ which means that the total of our campaign 37 days
would cost 855,6€ (TikTok, 2023), which is definitely too high. So it was decided to invest
in 5 days. Concluding, Tik Tok will cost 233€ and produce 46.600 impressions. The other
important aspect of this campaign is the partnership with influencers. Given that
Instagram is the most beneficial app to invest Oxfam should invest in influencers from
that platform per x number of posts. It selected 3 influences: @charlottebulcke (Bulcke,
2023), @paulinegrossen (Grossen, 2023), and @julie.inyourstyle (Terreur, 2023). For each
of them, the budget will be, respectively, 55€ because it is considered as a Nano
influencer; 2.750€, it is a Mid-tier influencer; and 300€ as a Micro influencer (Shopify Staff,
2022). In total this aspect will generate almost 40.000 impressions.
Content creation, will not be allocated any budget because it will be used AI. Email
marketing is a non-know cost so it’s not possible to add a number. Additionally, there will
be no cost for the management and time of the campaign because it will add be made by
volunteer support. To finalise, the total budget is 3.612€ and it will offer approximately
185.000 impressions in total. Most of the financial plan was invested in digital influencers
which offer 40.000 impressions. However, the best-invested costs were to Instagram due
to its low price (74€) and high amount of visibility similar to the influencers.

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 IMPLEMENTATION & ASSESSMENT
Implementation:
Influencer partnerships:
@charlottebulcke
@paulinegrossen
@julie.inyourstyle
Create social media content (videos, posts, surveys)
#OxfamChristmasChallengeBE
Generate the gift card email system for the campaign
Launch the campaign on November 25th till December 31st

Assessment:
Awareness KPIs: social media reach and brand
mentions
Conversion KPIs: monitor the increase in sales
and donations, conversion rate
Impact KPIs: collaboration impact and brand
perception surveys

In this Christmas campaign budgeting is fundamental. It allocates resources effectively to

get the most successful performance. For Oxfam, it is a way to get more people involved
to make a difference. All of the information for this campaign is only related to Oxfam
Belgium, except Pinterest and TikTok, with the duration from 25th November to 31st
December (37 days).
The campaign objectives are to get 200.000 involved, and 55.600 engaged, and if this
forecast is correct which will be explained below, if every person who engaged
contributed with a minimum of 5€, it is expected, approximately, 278.000€ in donations.
It is expected to have a 5% increase in Oxfam’s social media followers.
The components that the group thought would be beneficial for the goals of this project
are social media, influencer partnerships, content creation, and email marketing. The
social media that are going to be invested in are Instagram, Facebook, Pinterest, and
TikTok. These are chosen due to their impact on the campaign's target audience. It is, as
mentioned before due to the form’s results, this is the best way to get Gen Z’s attention.
By being able to show them the objectives in a different and fun way Oxfam will achieve
more successful its goals. The calculations made for this aspect are realistic results taken
from social media advertisement information. On Instagram Oxfam BE has 5.934 followers
(Oxfam Belgique, 2023). To have a boost in a post it will cost 2€ per day. Because
Instagram is one of the most popular apps it will be reasonable to invest 2€ for 37 days
which equals 74€. This cost will reach 37.000 impressions. Facebook is the most followed
platform, with 25.000 followers (Facebook, 2023). If nearly 50€ equals 10.000
impressions (Meta, 2023), it will be valuable if we invest 150€. This way it will be possible
to get 30.000 impressions. Since Pinterest with 6.200 followers (Oxfam International,
2023a), was found that the CPM is around 5€, it is advantageous to invest 50€. It will
generate 10.000 impressions. To finalize the social media, we could use help from the app
with the bet algorithm which will get

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a better target audience related to secondhand and people with similar goals as Oxfam, Tik
Tok with 8.202 followers (Oxfam International, 2023b). Due to its importance, TikTok is the
most expensive app. It doesn’t make sense to our campaign to invest a lot of money on it
but it is necessary to put some. The price per 31 days=577€ plus 1 day=46,50€ which
means that the total of our campaign is 37 days would cost 855,6€ (TikTok, 2023), which is
too high. So it was decided to invest in 5 days. Concluding, Tik Tok will cost 233€ and
produce 46.600 impressions. The other important aspect of this campaign is the
partnership with influencers. Given that Instagram is the most beneficial app to invest
Oxfam should invest in influencers from that platform per x number of posts. It selected 3
influences: @charlottebulcke (Bulcke, 2023), @paulinegrossen (Grossen, 2023), and
@julie.inyourstyle (Terreur, 2023). For each of them, the budget will be, respectively, 55€
because it is considered as a Nano influencer; 2.750€, it is a Mid-tier influencer; and 300€
as a Micro influencer (Shopify Staff, 2022). In total this aspect will generate almost
40.000 impressions. For content creation, it will not be allocated any budget because it
will be used AI. Email marketing is a non-know cost so it’s not possible to add a number.
Additionally, there will be no cost for the management and time of the campaign because
it will be made by volunteer suppo rt.
To finalise, the total budget is 3.612€ and it will offer approximately 185.000 impressions
in total. Most of the financial plan was invested in digital influencers which offer 40.000
impressions. However, the best-invested costs were to Instagram due to its low price
(74€) and high amount of visibility similar to the influencers.
The implementation process starts with the establishment of partnerships with the
influencers and with the creation of social media content that has to be posted on those
platforms. This first phase will increase brand awareness and reach. The second phase is
to generate and create a system by which people can get their gift cards by email (we
decided to not create physical cards to be environmentally friendly). Then the last phase
deals with launching the campaign.
Regarding the assessment part, we developed some KPIs to measure the effectiveness of
the campaign and adapt the results to other campaigns that will be launched in the
future. The first KPIs are linked with awareness and somehow measure if Oxfam reached
more people after the campaign. Social media reach measures the total number of unique
users who have seen campaign content on social networks, while brand mention refers to
how many times Oxfam was mentioned on social media.

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 REFERENCES
BULCKE, C. (2023). CHARLOTTEBULCKE, INSTAGRAM. LOGIN • INSTAGRAM. HTTPS://WWW.INSTAGRAM.COM/CHARLOTTEBULCKE/
COOPER, C. (2023, MARCH 1). HOW MUCH DOES PINTEREST ADVERTISING COST IN 2023?. MUTESIX.
HTTPS://MUTESIX.COM/BLOG/PINTEREST-ADS-
COST/#:~:TEXT=COST%20OF%20ADVERTISING%20ON%20PINTEREST&TEXT=YOU%20CAN%20EXPECT%20TO%20PAY,%240.10%20AND%
20%241.50%20PER%20ENGAGEMENT
FACEBOOK. (2023). OXFAM BELGIË/BELGIQUE, FACEBOOK. FACEBOOK. HTTPS://WWW.FACEBOOK.COM/OXFAMBEL
GROSSEN, P. (2023). PAULINEGROSSEN, INSTAGRAM. LOGIN • INSTAGRAM. HTTPS://WWW.INSTAGRAM.COM/PAULINEGROSSEN/
META. (2023). CPM (CUSTO POR 1000 IMPRESSÕES) FACEBOOK. FACEBOOK.
HTTPS://WWW.FACEBOOK.COM/BUSINESS/HELP/753932008002620
OXFAM BELGIQUE. (2023). LOGIN • INSTAGRAM. HTTPS://WWW.INSTAGRAM.COM/OXFAM.BE/
OXFAM INTERNATIONAL. (2023A). OXFAM INTERNATIONAL (OXFAMINTERNATL) - PROFILE. PINTEREST.
HTTPS://WWW.PINTEREST.COM/OXFAMINTERNATL/
OXFAM INTERNATIONAL. (2023B). TIKTOK. HTTPS://WWW.TIKTOK.COM/@OXFAM?LANG=EN
SHOPIFY STAFF. (2022, DECEMBER 5). INFLUENCER PRICING: HOW MUCH SHOULD YOU PAY. SHOPIFY.
HTTPS://WWW.SHOPIFY.COM/BLOG/INFLUENCER-PRICING
TERREUR , J. (2023). JULIE.INYOURSTYLE, INSTAGRAM. LOGIN • INSTAGRAM. HTTPS://WWW.INSTAGRAM.COM/JULIE.INYOURSTYLE/
TIKTOK. (2023). LEARN MORE ABOUT BUDGET: TIKTOK ADS MANAGER. TIKTOK FOR BUSINESS.
HTTPS://ADS.TIKTOK.COM/HELP/ARTICLE/BUDGET?LANG=EN
OXFAM REPPORT 2022
BLASBALG, C. L. (2020, JULY 2020). HOW TO WRITE SMART GOALS PLUS EXAMPLES. RETRIEVED FROM WIX BLOG:
HTTPS://WWW.WIX.COM/BLOG/SMART-GOALS?
UTM_SOURCE=GOOGLE&UTM_MEDIUM=CPC&UTM_CAMPAIGN=13708482663%5E124757113672&EXPERIMENT_ID=%5E%5E530755701308%5
E%5E_DSA&GCLID=CJWKCAIAVDCRBHBREIWAX6-6UGMV6CJ3PY-
DC5VBEIWEVVSOXAOXUQO_FUA95XOP7PND5RUK8KAUJBOC5XMQAVD_BWE
MILES, M. (2023, JULY 27). 10 SMART GOAL EXAMPLES FOR YOUR WHOLE LIFE. RETRIEVED FROM BETTER UP:
HTTPS://WWW.BETTERUP.COM/BLOG/SMART-GOALS-EXAMPLES

The second type of KPIs are "Conversion KPIs": they will be used to measure and track
sales and donations during the campaign period. The conversion rate deals with the
computation of the percentage of website visitors who make a purchase/donation at
Oxfam shops.
Lastly, impact KPIs: the collaboration impact will measure the success of collaborations
with influencers and brand perception surveys will be conducted to gather feedback on
how the campaign has influenced perceptions of Oxfam's second-hand shops among the
target audience.

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 THANK YOU FOR
YOUR ATTENTION!

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