Our Role

The Wheel Agency worked with Oxfam to launch Oxfam Unwrapped online through our affiliate channel. Oxfam uses a range of fundraising strategies including cash gifts and regular giving asks, retail through fair trade (Oxfam Shop) and virtual charity gifts (Oxfam Unwrapped). Traditionally their tactics have included retail stores, direct marketing, telemarketing and face-to-face. The tactic used for the launch of Oxfam Unwrapped tested online acquisition via an affiliate network, using a performance approach and paying on a cost per donation to deliver low cost acquisition.

The Solution

The channel delivers supporters via a Cost Per Acquisition (CPA) model keeping initial media costs at a minimum, something which is essential for a not-for-profit  (NFP) operating on a narrow margin.  There are over 750 affiliate websites that are active publishers within the affiliate network. Of these some 120 websites expressed interest in working with NFPs. The websites are built to drive acquisition for advertisers – predominantly targeting travel, finance and retail. The sites work according to a Cost Per Acquisition (CPA) model and are paid on performance, only when donation is recorded and validated through tracking software. Levels of acquisition range from a lead or a sale to a one off donation or long term monthly donor. For online shopping portals such as Oxfam Unwrapped, affiliates are paid a percentage of the total value of a shopping cart. This approach reduces the risk to NFPs who do not have to pay for media upfront, normally paid by Cost Per Thousand (CPM) page impressions.

The Results

The campaign was extremely successful with a Return on Investment (ROI) of 3.1 against the target of 2.8. A total of 21 affiliates signed up to the campaign with approximately 60 websites taking part. A total of 483,939 banner impressions were served during November and December. There was a total of 30,636 clicks-through with a click through rate (CTR) of 6.4% – much higher than the industry standard of 0.02%. Christmas was the most significant period with 1,210 sales occurring during November and December and an onsite conversion rate of 3.95%. The channel grew by 164% in 2009.

Our Role

The Wheel Agency developed an advocacy program that asked the Australian food community for their support for the Stop Hunger campaign.

The Solution

Well known food bloggers and chefs were asked to donate a pineapple recipe to be included in the Delicious Pineapples! recipe book which was made available to supporters of the campaign through the Oxfam website. Website badges, blog badges and an information pack were provided to the food community to add to websites and blogs to show their support.

The Results

Pineapple recipes were donated from high profile chefs including Neil Perry (Rockpool Bar & Grill, Spice Temple), Matt Kemp (Balzac), Glenn Thompson (Zest), Brendon Barker (Embassy XO),Ben Shewry (Attica) and Peter Sheppard (Caveau). As well as food lovers, bloggers including Kathryn Elliott (Limes & Lycopene), Emma Evangelista (The cake mistress), Erin Wright (The Food Mentalist), Manon Dallee (Food Jobs), Barbara Harris (Winos and Foodies) and Joe Damrongphiwat (My Delicious Blog).

 Download the Recipe book (2.2MB)

Our Role

The Wheel Agency worked with Vocal Branding to develop the social media video content to promote the use of iVote within social media channels.

The Brief

The brief was to develop a clean modern video that focused on the technical innovation of iVote.

The Solution

The Wheel Agency worked with Vocal Branding to develop the script for approval and produced the video in high definition – 1920×1080 HD video, 30 frames for optimum play on YouTube. The project included editing and producing the final master.

iVote on YouTube

Our Role

To develop the global digital strategy for WWF’s consumer climate change campaign, Earth Hour in 2009. The strategy was rolled out across 88 country teams in 34 languages.

The Solution

Website tools and a social media framework were developed and made available to country teams to manage their own digital rollout. How to guides were developed, weekly regional conference calls held and one on one country team support management put in place. The digital strategy rollout was phased from a media-only website to the consumer website and social media campaign through to the ‘on the night’ program pulling social content and live footage into the website platform for redistribution globally and to country teams.

The Results

Earth Hour saw 5,759,790 unique visitors (UV’s) to the website from December 2008 to March 2009 and 2.4 million social media friends sign up in support of the campaign. On the day of the event, videos were being viewed 10 times every second. Images in the global Flickr profile viewed over 5.3 million times and #earthhour, the Earth Hour hashtag, was trending on Twitter.

Our Role

The Wheel Agency worked with the ACF to develop the creative strategy and execution of the ‘Better Plans for the Future’ campaign.

The Concept

The campaign used insights gathered through market research that identified Australian’s concerns with the physical impacts of climate change and executed this in its messaging and tag line ‘We have better plans for dealing with climate change’ set against a desolate future without any possible plans. The artwork featured an individual wearing a glass helmet, composited against an industrial wasteland, reflective of George Orwell’s1984. The image was juxtaposed against the alternate positive future set in green fields.

The Execution

The Wheel Agency executed the strategy using both a live photo shoot, painted artwork for the backdrop and a 3D objects. The final artwork was used for banners, campaign mini-site and other assets.

Our Role

The Wheel Agency was engaged to work with Good Beginnings and their PR partner Marketing Elements on the National Families Week  2011 campaign.

The Strategy

The strategy was to begin to develop the Good Beginnings brand online.

The Solution

A campaign site was developed to hook into the National Families Week campaign to raise awareness for the work Good Beginnings do and to generate interest in fundraising on behalf of good beginnings. A Facebook page was also launched to connect with supporters.

http://www.facebook.com/goodbeginnings

Our Role

The Wheel Agency worked with Orientography to develop their brand, positioning and online presence ahead of launching into the Asian market. The brief was to develop a contemporary and clean looking brand with an Asian flair and to roll it out across a company website, eCommerce stock photo shop and email newsletter templates.

The Challenge

The main challenge was to deliver a cost effective solution that could be self-managed by Orientography.

The Solution

The Wheel Agency designed and developed the company website for Orientography using WordPress providing a simple tool for Orientography to manage site content including adding new photographers and new photos. An email newsletter template was designed and integrated into Campaign Monitor providing Orientography with the tools to manage their contacts, send email newsletter and monitor open rates and interaction. Stock Box Photo was selected to power the eCommerce shop providing all the functionality out of the box necessary to manage the sale and licensing of stock photos. Stock Box Photo templates were customised to align with the Orientography brand.

http://www.orientography.com
http://www.orientography.com/shop

Griff – office worker by day, superhero by night – has his world turned upside down when he meets Melody, a beautiful young scientist who shares his passion for the impossible.

Our Role

The Wheel Agency was engaged to develop the digital promotion strategy for the film Griff The Invisible.

The Solution

The Wheel Agency developed an online promotion to raise awareness and create buzz with ‘sneak preview’ ticket giveaways and a major ‘walk the red carpet with the stars’ prize in the lead-up to the Australian general release. As part of the strategy, Facebook ads and other targeted online media were used to drive traffic.

The Results

The Wheel Agency grew the Facebook community by 800% in the lead up to the Australian film launch. Community management resulted in high levels of engagement. The campaign resulted in the film pre-sale reaching $7.5 million, which was 3 times the actual film production budget

‘Releasing a film into the market is competitive and ruthless. The Wheel Agency created an innovative online presence and buzz around our film that lifted numbers quickly and at the right time. This gave us a real and direct engagement with our audience, which continued throughout the season. It was easy working with them, their communication with us was direct and open.’  Leon Ford, Director Griff The Invisible

http://www.grifftheinvisible.com/
http://www.facebook.com/grifftheinvisible
http://twitter.com/griffthefilm

Our Role

The Wheel Agency was briefed to develop an in-store promotion to drive sales and encourage newsletter sign-up.

The Solution

The Wheel Agency developed an in-store promotion with a weekly prize draw to customers who had made a purchase that week. Customers were required to leave their business card in order to enter and all names were added to the newsletter database. Suppliers ‘paid’ for participation through the provision of stock. In return, suppliers were given advertising in the newsletter, banners on digital window display and the opportunity to host an exclusive ‘tasting’ event.

The Results

As a result of the promotion, sales increased by 65% in the first few weeks.
Achieved 98% of target for newsletter subscribers. Newsletter open rate was above industry average of 25% with very low unsubscribe rates. Attendance at Friday wine tasting was consistently strong with crowds flowing onto the street.