Underwired wins relaunch task for Oxfam websites
LONDON - Oxfam has appointed Underwired to manage online promotional activity for its UK and Cool Planet website relaunches following two separate pitches.
The first task will be to generate interest in the newly redesigned Oxfam UK website among campaigners, donors and potential donors, academics and students. The new site includes an updated breaking news service and emergency information. Underwired's role will be to generate traffic to Oxfam's website and promote specific campaigns to online audiences.
Separately, Underwired has also been awarded the task of managing online promotional activity for Oxfam's Cool Planet website, which provides materials for teachers including lesson plans.
Cool Planet will be promoted over the next six months. Oxfam was instrumental in devising the Global Citizenship strand of the National Curriculum, and the Cool Planet website provides support materials and resources for teachers, besides content aimed at students of all ages.
Ruth Brecher, Underwired's founding director, said: "Oxfam is the best-known brand on the high street, so attracting new audiences and refreshing existing ones is a task that requires care and a different approach to the norm. Coming up with a strategy that everyone believes will create success has been a challenge on which the whole team has enjoyed working."
Emphasis will be on generating online sales and opt-ins to Cool Planet's teacher newsletters.
Maria Padget, Oxfam's new-media and internet manager, said: "It is essential that we combine any promotional activity with detailed evaluation of where we achieve maximum impact. Working with Underwired will enable us to test new promotional avenues that can not only achieve immediate results, but also help to shape our future strategic marketing plans."
Underwired has considerable experience working with charities, having run online PR and traffic generation campaigns for clients including NSPCC, WaterAid, Greenpeace and Amnesty International. The agency was recently appointed by Voluntary Services Overseas and also manages the National Missing Persons Helpline website.
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