Campaign Case Studies: Oxfam & Crusaders - Stu Lees, Potent.Marketing
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Stu Lees will walk you through end to end two highly successful marketing campaigns that he's worked on in two diverse audiences. Oxfam - possibly the highest pure ROI campaign that he's ever worked on that built success based on leveraging data, hyper-personalized, dynamic content and unexpected delight. Crusaders - a highly successful campaign that built upon beautiful content combined with simple and elegant execution on social channels. Stu cover each campaign from inception to launch to show you the specific aspects that made each campaign a winner
Campaign Case Studies: Oxfam & Crusaders - Stu Lees, Potent.Marketing
- 1. MASTER CLASS AUCKLAND, NEW ZEALAND ~ AUGUST 7 - 8, 2025 DIGIMARCONNEWZEALAND.CO.NZ | #DigiMarConNZ Campaign Case Studies - Oxfam & Crusaders Stu Lees FOUNDER POTENT.MARKETING
- 3. AGENDA 02 CRUSADERS COACHING 01 BACKGROUND 03 OXFAM 04 QUESTIONS
- 4. Running a B2B marketing academy 19 Years in Marketing ABOUT ME - STU LEES linkedin.com/in/stuartlees Growth Marketing Consultant to Tech Firms Reluctant, but persistent public speaker
- 6. About • Startup business • Online cohort coaching • Global audience • Pricing $USD900+
- 7. What we had... Reasonable Budget Amazing Brand Incredible Video Great Product • $10-15k creative • $2-3k monthly ads • 2 staff • Amazing brand, but extremely limited support from existing channels • Video ‘trailer’ was produced to a high level • As more and more of our customers experience automated sales, the less effective it has become
- 8. Obstacles New Product for This Audience No Social Audience Strict Branding Startup • Landing page education necessary • Lead Nurturing crucial • We had to build out new pages and new social assets • The Crusaders are extremely protective of their brand so we had to tread very carefully with tone and message • New team, new product, new marketing assets - everything needed to be built on the go
- 9. The Campaign Execution 1 Awareness • New page on FB/Insta • 1x video post • Re-share to communities • Rolling sponsorships • 3 Weeks
- 10. 50k Video Plays, 1k+ reactions
- 11. The Campaign Execution 2 Engagement • Respond to every comment with CTA • Careful DM strategy • Organic posts on page
- 12. 50k Video Plays, 1k+ reactions 20k+ Landing Page Visits
- 13. The Campaign Execution 3 Lead Conversion • Remarketing based on video play-through % • Messaging switch to persona ‘why factor’ around impact and the tribe
- 14. 50k Video Plays, 1k+ reactions 20k+ Landing Page Visits 4-6k Waitlist
- 15. The Campaign Execution 3 Sales • Highly personable email marketing sequence with 12+ emails • Short copy, focusing on variety of angles
- 16. 4-6k Waitlist 50k Video Plays Sold out in 60 days - $100k 20k+ Landing Page Visits
- 19. About • Major Fundraiser (1-2m) • Numbers were down • Big push to switch to digital
- 20. What we had... Amazing Product Amazing Brand Great Database Huge Library of Images and Feedback • Proven to convert and highly enjoyable • Amazing brand and ‘product, but extremely limited support from existing channels • Lots of fields and context based data • People loved the previous events • Analysis of this crucial to future conversion rate
- 21. Obstacles Channel Isolation Time Short Context • We were not able to utilize other channels accept the website pages • We had 2 weeks to plan and pitch the campaign back to them and then immediate execution • I was completely new to this marketing so a bit of a learning curve about the persona and product Very Little Stakeholder Belief • Previous results had caused them to lose faith in the entire channel
- 22. The Campaign Execution 1 Direct Mail • Unbranded letters • Highly personalised copy • Reduced cost after database review • Designed to get an Open
- 23. The Campaign Execution 2 Engagement • Context based copy, loads of personalisation • Personalised chest number - ‘making it real’ • Sponsor Colab Added Value
- 24. • Changed the copy to WIIFM • Included lots of photos showing others who had enjoyed it • Made it ‘connection’ and ‘stepping up’ rather than donation and being good Winning factors...
- 25. The Campaign Execution 3 Sales Conversion • First 20 free gift, >$100 • Short URL making it easier to go - https://otw.org.nz
- 27. The Secret Weapon... Personalized Insert to Personalized URL and pre-filled form otw.org.nz/123456 Stu Lees stuart@email
- 28. 2.5k Letter Sends 2.4k Opens (?) 387 registrations in a week $387k revenue CRM narrowed down to remainder for calls