Oxfam Unwrapped Christmas Product Placement 2010 Review and Results
What works……. <ul><li>Kept to the schedule: </li></ul><ul><ul><li>Target long leads: July </li></ul></ul><ul><ul><li>Weekl...
Results  <ul><li>12 national publications covering  Unwrapped </li></ul><ul><li>3 pieces online coverage </li></ul><ul><li...
Daily Mail
Metro {London}
At Home
Bliss
Daily Telegraph
Yours
Real Homes
People
Sainsburys Magazine
House Beautiful
readyforten.com
allaboutyou.com
cosmopolitan.co.uk
Company.co.uk
Could we improve product placement for Unwrapped? <ul><li>If so how? </li></ul><ul><ul><li>Improved descriptions of the bu...
Placing feature articles in national newspapers <ul><li>Unwrapped is an ethical brand which needs to be  explained  in det...
Oxfam Retail and Online Shop Christmas Product Placement 2010 Review and Results
The technique <ul><li>Kept to the schedule: </li></ul><ul><ul><li>Captions and images ready by June </li></ul></ul><ul><ul...
The difference <ul><li>We combined retail and online products to one product placement campaign </li></ul><ul><li>Kept to ...
Achievements <ul><li>Coverage appeared in: </li></ul><ul><ul><li>Daily Star </li></ul></ul><ul><ul><li>Stella (colour supp...
The People {Take it Easy}
Daily Star
Sunday Telegraph {Life}
Sunday Telegraph {Stella}
Homes & Gardens
Yours
guardian.co.uk
Learnings <ul><li>By encouraging journalists to visit the Oxfam Online shop, this created interest in a far wider range of...
Christmas 2011 <ul><li>Ensure product is available to secure the coverage  </li></ul><ul><li>Load all product pictures and...
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Product placement - Oxfam Trading & Unwrapped 2010

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Transcript of "Product placement - Oxfam Trading & Unwrapped 2010"

  1. 1. Oxfam Unwrapped Christmas Product Placement 2010 Review and Results
  2. 2. What works……. <ul><li>Kept to the schedule: </li></ul><ul><ul><li>Target long leads: July </li></ul></ul><ul><ul><li>Weeklies: October </li></ul></ul><ul><ul><li>Dailies and Online media: December </li></ul></ul><ul><li>Follow-up (persistent but polite) </li></ul><ul><li>Working closely with your press office to respond to media enquiries </li></ul><ul><li>Using all media opportunities – foodie magazines and gardening magazines </li></ul>
  3. 3. Results <ul><li>12 national publications covering Unwrapped </li></ul><ul><li>3 pieces online coverage </li></ul><ul><li>15 regional newspapers </li></ul><ul><li>£66,295 worth of press coverage equivalent to advertising spend </li></ul><ul><li>Return on your investment £61,295 </li></ul>
  4. 4. Daily Mail
  5. 5. Metro {London}
  6. 6. At Home
  7. 7. Bliss
  8. 8. Daily Telegraph
  9. 9. Yours
  10. 10. Real Homes
  11. 11. People
  12. 12. Sainsburys Magazine
  13. 13. House Beautiful
  14. 14. readyforten.com
  15. 15. allaboutyou.com
  16. 16. cosmopolitan.co.uk
  17. 17. Company.co.uk
  18. 18. Could we improve product placement for Unwrapped? <ul><li>If so how? </li></ul><ul><ul><li>Improved descriptions of the bundle gifts or a dedicated category of bundle gifts </li></ul></ul><ul><ul><li>More high-resolution photographs of the gift cards </li></ul></ul><ul><ul><li>Captions and all press materials need to be completed by end of June, for magazines that go to press in July. (Good Housekeeping and Marie Claire) </li></ul></ul>
  19. 19. Placing feature articles in national newspapers <ul><li>Unwrapped is an ethical brand which needs to be explained in detail to the consumer press </li></ul><ul><li>Placing in-depth feature articles could be achieved by creating and placing exclusive articles </li></ul><ul><ul><li>Case study of how Unwrapped has changed the lives of those living in poverty </li></ul></ul><ul><ul><li>Comment from Oxfam Unwrapped team </li></ul></ul><ul><ul><li>Celebrity endorsement of individual Unwrapped gifts </li></ul></ul><ul><ul><ul><li>Hugh Fearnely-Whittingstall – Go Fishing </li></ul></ul></ul><ul><ul><ul><li>Alys Fowler – Plant an Allotment </li></ul></ul></ul><ul><ul><ul><li>Matt Baker – Goats </li></ul></ul></ul>
  20. 20. Oxfam Retail and Online Shop Christmas Product Placement 2010 Review and Results
  21. 21. The technique <ul><li>Kept to the schedule: </li></ul><ul><ul><li>Captions and images ready by June </li></ul></ul><ul><ul><li>Target long leads: July </li></ul></ul><ul><ul><li>Weeklies: October </li></ul></ul><ul><ul><li>Dailies and Online media: December </li></ul></ul><ul><li>Follow-up (persistent but polite) </li></ul><ul><li>Responding as quickly as possible </li></ul><ul><li>Good writing, product prices, availability and easy access to high resolution images </li></ul>
  22. 22. The difference <ul><li>We combined retail and online products to one product placement campaign </li></ul><ul><li>Kept to core themes green, recycled, fairtrade </li></ul><ul><li>Inserted a banner of thumbnail product images in the body of emails </li></ul><ul><li>Kept it simple by combining retail and online product portfolio </li></ul>
  23. 23. Achievements <ul><li>Coverage appeared in: </li></ul><ul><ul><li>Daily Star </li></ul></ul><ul><ul><li>Stella (colour supplement Sunday Telegraph) </li></ul></ul><ul><ul><li>Sunday Telegraph </li></ul></ul><ul><ul><li>Homes and Gardens </li></ul></ul><ul><ul><li>The People </li></ul></ul><ul><ul><li>Yours </li></ul></ul><ul><li>£33,461.00 press coverage equivalent to advertising spend </li></ul><ul><li>Return on investment £28,461.00 </li></ul>
  24. 24. The People {Take it Easy}
  25. 25. Daily Star
  26. 26. Sunday Telegraph {Life}
  27. 27. Sunday Telegraph {Stella}
  28. 28. Homes & Gardens
  29. 29. Yours
  30. 30. guardian.co.uk
  31. 31. Learnings <ul><li>By encouraging journalists to visit the Oxfam Online shop, this created interest in a far wider range of products: </li></ul><ul><ul><li>Best – Wind-up MP4 Player </li></ul></ul><ul><ul><li>The Guardian – The Meerkat Encounter </li></ul></ul><ul><ul><li>Sunday Times ‘Style’ – Secondhand ‘brass effect’ figurine </li></ul></ul><ul><li>Great media interest, unable to guarantee product supplies </li></ul>
  32. 32. Christmas 2011 <ul><li>Ensure product is available to secure the coverage </li></ul><ul><li>Load all product pictures and prices onto Words and Pictures </li></ul><ul><li>Create themes in line with trends </li></ul><ul><li>Themes to be discussed, agreed and refined with shops team, buying teams, marketing and PR teams </li></ul><ul><li>Create thumbnails of product pictures according to themes </li></ul>

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