Oxfam
The Relationship
LBi was engaged to work with Oxfam GB in January 2009 with the objective to raise online awareness of the work they do to help the worlds poor cope with the effects of climate change. We aimed to drive natural search as an acquisition channel for their retail businesses on terms where Paid Search was not hitting Cost Per Action (CPA) targets. We followed this up with work that promotes the adopting of Oxfam as a sponsorship target for the 2010 London Marathon.
The Work
LBi worked in partnership with Oxfam to identify which terms would drive the most traffic to their website. We also delivered a series of recommendations to optimise the architecture and content, both on and off page, of oxfam.org.uk in the form of two technical search reviews, one for the main website and one for the Oxfam 'Shop' site, which sits on a separate platform. We followed this up by doing similar work for the 2010 London Marathon site.
The Outcome
Our work for the Oxfam 'Shop' and the charity gifts department (Unwrapped) has seen the brand feature in Google UK at number two for second-hand clothes and number five for charity gifts in just three months, having previously been outside the top 1,000.
This success has resulted in Oxfam more than doubling their spend on Search Engine Optimisation (SEO) after three months, and engaging with LBi ePR services to promote 'Shop' across the digital sphere.
For the 2010 London Marathon sponsorship our work boosted the rankings of the landing page which was previously not even indexed on Google UK to inside the top three for the two search phrases [london marathon 2010] and [2010 london marathon]. This boost in positions has resulted in doubling the amount of monthly traffic to the page Year On Year (YOY) and, crucially, increasing the number of applications by nearly ten times.
Something old, something new…
To launch Oxfam DIY, the organisation’s new online fashion resource, LBi has created an unique fashion competition with star stylist Mrs. Jones.
Entrants are invited to use materials from their own wardrobe or an Oxfam store and submit a photo of their customized item, modeled by themselves or a friend, to the competition page on Flickr. These entries will then be judged by Mrs Jones herself.
The winning designer will have a one-of-a-kind item created especially for them by Mrs Jones. The top five shortlisted designs will also be featured on the Oxfam DIY website.
Fee Doran, aka Mrs Jones, is famed for her pop star creations, which include Kylie’s ‘Can’t Get You Out Of My Head’ white hooded catsuit and styling for The Killers. Proving just what you can do with Oxfam’s second-hand clothing, Mrs Jones recently styled a photo shoot featuring “real” people modeling unique looks created entirely using garments from Oxfam’s recycling facility, Wastesaver.
Mrs Jones says: “Seeing as I’ve always shopped in Oxfam, creating Oxfam DIY was the perfect opportunity to give something back. It’s a rare feeling in fashion to be doing something ethical, sustainable and worthwhile. We’ve taken a look at people’s attitudes to fashion and consumption, and are giving them the materials, ideas and confidence to create their own looks via Oxfam DIY.”
Sarah Farquhar, Oxfam Head of Retail, says: “Oxfam DIY is about giving people the chance to express their own unique personalities through design. Our range of second-hand clothing offers a wealth of possibilities for creative minds, and this competition will give aspiring designers the chance to have their work seen by one of the best stylists working today.”
Popular tags
acquisitions Amsterdam analytics antitrust ask award-winning Awards Barratt beer best practice branded experience branding British Red Cross browsers BT BT Business campaign Cannes canonical charity Chris Clarke Christmas client comms community corporate creative CRM D&AD eCRM electrolux ePr event Facebook fail featured FMCG football foursquare Friday fun Generation Green global Google hires Ideas In-ger-land interfacedevelopment international ipad iPhone javascript Jobs keywords language launch LBi LBi Group LBi London LBi UK long tail Lost Boys International marketing media microformats Microsoft mobile New York online advertising Oxfam pagerank personalised search press release privacy recruitment redirects research search SEO serps social Social CRM Social Media social networks spam Staff strategy tech twitter UK Uniqlo USA video Waterstone's web Web design wolfram alpha work World Cup yahoo! YouTube