Oxfam Intermón

Gather 30,000 signatures in support of a law against tax evasion, timed around the 2016 Davos summit. The challenge: turn a dry topic — corporate taxation — into something people would want to sign and share. And do it within a tight timeframe.

A coordinated media mix with a clear logic: social media for organic reach, email to explain the issue in depth, display and native ads to acquire new signatories.

The most distinctive move of the campaign: native ads in El Mundo Today. The outlet wrote a post in its own ironic tone and distributed it through its own channels. The content reached, in a natural way, an audience that would never have been reached through a conventional banner.

Segmentation was updated daily: captured signatories were excluded from the campaign to avoid saturation and budget waste.

Oxfam Intermón's mobile traffic was growing month by month but mobile conversion was not keeping up. The diagnosis was clear: a PageSpeed score of 60/100 on mobile. Every second of load time was costing signatories and donors.

The challenge was to identify which technical improvement would have the greatest impact and execute it without breaking the existing landing pages.

We analysed potential improvements using an effort-versus-reward matrix. The highest-impact variable: load speed. We rebuilt the main landing page in AMP to drastically reduce mobile load time.

A/B tests with ad rotation: the AMP version against the control version. Once the improvement was validated with data, we rolled out the AMP format to the rest of the acquisition landing pages.

Acquire new donors to send emergency supplies — water, food, hygiene products — to people affected by the conflict in Gaza. The urgency of the context was part of the message, but the campaign had to compete against an extremely high level of news noise at that time.

The goal was new donor acquisition, not reactivation of the existing base.

A digital strategy focused exclusively on acquisition: no messages to existing donors so as not to mix objectives or dilute the budget.

Organic social media posts and email marketing to the owned database to build credibility and social proof. PPC ads on Meta as the main conversion channel, with precise audience management to reach profiles most likely to donate.