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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.
Refuse to be labelled: creating grass roots action for the Red Cross
Through the great team in EPR we launched the 2009 campaign for Red Cross in support of Refugee Week this week.
The Red Cross is asking everyone to look beyond the label of “refugee” often placed on people,a label that’s so damaging and impersonal – and to see refugees for who they really are and what they contribute to the UK.
Not content with resting on our 2008 award-winning laurels in terms of creating PR for the event, we’ve gone bigger and better this year. We’ve created a short film (in conjunction with the brilliant Agenda Collective) starring Mission Impossible 2 and Desperate Housewives star Dougray Scott, highlighting the plight of refugees in the UK and surfacing some of their stories.
Look beyond the label from British Red Cross on Vimeo.
But the real meat of the campaign we’ve created is an online movement to allow individuals to show support for the cause by participating in grass-roots action:
The idea couldn’t be simpler: we’re asking people to change their online status on the 15th June (the start of Refugee Week). To ‘look beyond the label’ by replacing their profile pictures and status, tweeting about it, blogging about it and adding the call to action to their email signatures to encourage the viral spread of the action. We’re hoping to create something a little like an Earth Hour movement here (not as big, but then Earth Hour started off small at first too).
You can check out the site and all the ways you can help here: http://www.lookbeyondthelabel.org/
The success of the campaign depends on its viral reach, so we’re asking everyone we know to please contribute where you can. Changing your email signature over the next 3 weeks to incorporate the message is a good first step (full instructions here: http://www.lookbeyondthelabel.org/email.html); but please take a minute out of your day on the 15th or before to change your Facebook/Twitter profile pics, change your status, and make a visible show of support for the Red Cross through all your social networks. The video is on vimeo which you can link and embed into your blogs etc too.
Its amazing what a little bit of seeding even just from friends will accomplish in getting it out there.
Tags: charity, movement, Red Cross, refugee, social networks, work
Update: D&AD New Blood takes on a life of its own…
Looks like people are having fun with our New Blood campaign. The posters are popping up all over the place. Those of you who walk past Wieden + Kennedy in the mornings may have noticed one proudly displayed centre/front in their window. Apparently Dare, Mother, Poke and a whole bunch of others also have them up. Below are just a few examples of how our campaign has (umpromtedly – new word) taken a life of its own:
Tags: award-winning, campaign, charity, comms, event, Web design
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