The promotion idea was quite simple. Let’s treat Oxfam Gifts as if they were part of the latest fashion line from Harrods or Barneys. It even carried a fashionable name: The Oxfam Collection. Print and outdoor ads featured goats and alpacas on fashion runways. he campaign launched with gushing reviews from celebrities such as Minnie Driver, Scarlett Johansson, and Anna Torv, and we established a seeding program among fashion bloggers, dubbed “The Bloggerazzi.” Exclusive behind-the-scenes footage of the shoot continued and deepened the story, gaining thousands of additional impressions.

The Oxfam Collection promotion generated substantial talk value, including articles in Fast Company and the Huffington Post, as well as inclusion in editorial lists about unique gifts. And the talk value translated into action: Traffic to the Oxfam Gifts website exceeded previous traffic records by 46%. More importantly, 64% of all purchasers were new customers to Oxfam, beating program goals and adding valuable prospects to Oxfam’s database for future fundraising endeavours.