Click Consult has picked up one of the most distinguished awards in marketing for its work in supporting an Oxfam campaign with Search Engine Optimisation (SEO) techniques: the Drum Search Award in the Best Charity/Not For Profit category.
The search campaign for Oxfam Unwrapped scooped the top prize for its innovative approach to marketing aspects, which involved parts of social media, design work and earned media.
The role of the consulting company was to use SEO to increase attention and focus on what Oxfam is doing as a charity, and it employed content marketing and blogger outreach, which involved developing and writing article content as well as social amplification.
The aim of the Oxfam Unwrapped campaign is to get more consumers purchasing from the charity gift range that it offers, so it can raise as many funds as possible to contribute to its well-known causes.
At the wishes of the client, Click Consult looked to implement an entirely organic strategy with many visual and written facets on board. It sought to produce high-quality content that encourages organic interactions with Oxfam, as users interact with blogger content and amplify messages through social media.
In order to work with the best bloggers and content providers, Click used a selection of search marketing aspects to facilitate a wide range of content creators across different interest groups to increase the spectrum of involvement.
The campaign was successful, as Click found ways to work with bloggers to make content resonate with both them and their audiences, a method that increases ethical notions and therefore helps to appeal to a wider readership.
The CEO and founder of Click Consult, Matt Bullas, said that since Oxfam had a “very clear message to deliver” relating to its continuing fight against poverty, the charity aimed to ”increase visibility and leads for Oxfam Unwrapped UK”. Bullas said that Click therefore produced a marketing strategy ”with this intention firmly in mind.”
Bullas also said that creating great content was about “ the provision of unique assets” and “direct and open communication on social media with Oxfam” for bloggers to access.
