Across the UK, many people share Oxfam’s vision for a fairer, greener future. But belief alone isn’t enough — Oxfam wanted to help people take the next step and get actively involved.
They wanted to try a new approach – offering something useful and inspiring, that could educate on ways to get involved as well as invite people to give back.
Together we developed a campaign built around a free climate-focused eBook, a simple, powerful guide that gave readers ways to take action and invited them to become long-term supporters of climate justice.
See how we did it
Step 1. Eye-catching designs
Taking Oxfam’s expert information, we designed an accessible and eye-catching eBook, being sure to shine a spotlight on vital statistics about the climate and easy to take actions to engage supporters further.
Step 2. A multi-channel social strategy
We rolled out a multi-platform ad strategy – spanning Facebook, Google Ads, and Pinterest – to reach climate-conscious audiences at scale.
Informed by creative and strategic testing, we optimised messaging and visuals to consistently refresh our approach, including new and timely ad content, to maximise impact.
Step 3. Action-packed landing pages and email journeys
We built inspiring onboarding journeys that moved people straight from ‘Download Your eBook’ landing pages into a daisy chain of actions – including joining Oxfam’s email list, sharing with friends, backing climate justice campaigns, and donating.
To keep that momentum going, we created a welcome email series that sparked deeper engagement and more action.
By tracking metrics and testing messaging at every stage, we learned that quick conversion was key – 92% of donors set up their gift directly on the landing pages.
The results
3,000
new email subscribers
in 8 weeks
2.5%
converted to a regular gift
This project showed how much supporters valued receiving something meaningful, building trust and goodwill to deepen their support. Oxfam took these learnings to kick-start more value exchange products, including a powerful guide to campaigning.
