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Relay by RAW London - Second Hand September
- 1. www.oxfam.org.uk ESPG Review Presentation Relay 05.12.19 Jill Hocking - Oxfam
- 2. Presentation Second Hand September concept Why we created it (Market insight) How we created it (Marketing campaign) Successes and Challenges
- 4. concept
- 5. 5 The people who have contributed the least to the climate emergency are suffering most. Why we created it Yabarago is just an hour’s drive from the community in Garu, but life could not be more different, more dry, and more dangerous.
- 6. Why we created it High st shops Online shopWastesaver
- 7. Younger audiences understood the term “sustainable fashion” more than older audiences Garment workers and landfill top two fast fashion concerns Focus groups x 4 and desk research BUT cheap clothing is practical, easy, tempting – ethical clothes deemed too expensive See businesses and government as needing to address root cause – but buying second-hand and donating as an accessible individual action Shocked about the scale of the problem Why we created it Know shops are more sustainable option Think they can make a difference doing something they enjoy Feel excited about a simple action Do donate clothes, shops, talk about Oxfam positively opportunity
- 8. How we created it Market Insight Creative Brainstorm Product Timing Paid acquisitionContent approach Competitions/exclusivity Influencers/celebs Marketing campaign
- 9. How we created it And other channels we used: Partnerships Events Local Organic social Direct Mail/Door drops Telemarketing Email
- 10. results
- 11. Key Challenges Engagement: media interest, social media and digital conversations Data acquisition Relationships with partners: MPs, Influencers Key Successes Planning and resources Limited income generated Limited brand impact There were moments to celebrate and challenges to overcome Media (£1.9 mil earned) Over 50k uses of #SecondHandSeptember £6.22 CPA 62k sign ups (81% new or reactivated) Influencers (over 4 mil reach)
- 12. . Questions .
Editor's Notes
- Positive alternative choice