1. PRESENTAID.ORG
CHRISTMAS & UK AID MATCH CAMPAIGN 2015-2016
1 SEPTEMBER 2015 – 24 JANUARY 2016

2. SUMMARY
 Purposes:
 Increase online visibility.
 Increase online sales.
 Commercial campaign around products’ USP:
 Quirky and fun alternative gifts.
 Test, data-driven approach:
 Tactics used (paid social, etc), ad hoc campaigns.

3. STAGES
To better reach out to audiences, using Christmas and UK Aid Match
as central topics
 New products - September.
 Christmas - October-December.
 New Year’s resolutions – 1st 2 weeks 2016
 January pay day + UK Aid Match – Mid Jan-5 February.
 Ad hoc campaign:
 Black Friday, Cyber Monday & Giving Tuesday.

4.  Busiest period started mid-end November.
 Second busy period is January so far.
1-24 Jan 2016 % Increase
Traffic % 19.36%
AOV £10.91
Revenue 22.83%
Transactions 10.75%

5. TRAFFIC ANALYSIS
 64,230 Users -> 5.84% increase as compared to 2015.
 Mostly new visitors as a result of tactics and due to the lack of
optimisation of the website.
 67% female, 35-44. The 25-34 & 45-54 segments following closely.
 UK + US, Ireland, Germany, Netherlands, Australia & Spain.

6. RESULTS
 The main channels used show an increase in both in traffic and
revenue as compared to the 2015 campaign.
 Organic has still brought in a sizeable amount of revenue despite the
need for optimisation.
 E-mail: segmentation and frequency of e-mails. Also triggered e-mails
used for re-targeting.
Channel
Sessions
% Change
E-com CR
% Change
Transactions %
Change
Revenue
% Change
Paid Search 35.89% 22.12% 5.84% 2.81%
Organic Search -35.82% -2.79% -37.61% -42.54%
Email 10.85% 34.19% 19.63% 9.28%
Affiliates 87.89% -41.17% 10.53% 44.19%
Social 27.37% -27.10% -7.14% -11.49%

7. WHY MOBILE FIRST?
 Engaged, ie, returning visitors have used mobiles more than last
year.
 Mobile sessions 41.12%
 Mobile transactions 27.66%
 Mobile revenue 29.96%
 We are attracting new visitors.
 Mobile sessions 117.21%
 Mobile transactions 3.49%
 Tablet sessions 2.72%

8. A BIT OF FUN

9. PRODUCT STRATEGY USED
Showcased USPs: quirky and fun alternative gifts.
 Previous year’s best sellers to obtain a quicker win.
 The new malaria-related gifts, given the UK Aid Match scheme.
 Business-related gifts to tap into the entrepreneurial spirit in the
target market.

10. HOW PRESENTAID.ORG BENEFITS
CHRISTIAN AID
 Brings revenue.
 Increase in traffic can increase revenue.
 Mobile optimisation increases conversions.
 Brand identity.
 Christian Aid can remain and be perceived as current.
 It can help reach broader, ‘tech savvy’ audiences.