Top Ads on Oxfam

Oxfam Background Introduction:

We believe all lives are equal and no-one should live in poverty. Authorised by Helen Szoke, Oxfam Australia, Carlton. www.oxfam.org.au

Facebook is the overlord of social media, and its monthly active users have exceeded 2 billion. In addition, Facebook’s advertising system is developed, whether it is B2B or B2C advertisers, both can get huge benefits on Facebook.

Oxfam has been advertising and marketing on Facebook for many years. And Oxfam has placed 460 of ads on the Facebook platform in the last month. In the past few years,Oxfam has created thousands of ads on Facebook and completed multiple A / B tests. But do you really know what your most successful Facebook ads are? Now I use a spy tool to check.

BigSpy is the best social media ad spy tool. Searching for Oxfam on BigSpy, we can see that these ads have gained a lot of likes. Now, BigSpy generates a detailed Top ad analysis report for Oxfam. BigSpy decomposes the data of ads, view the performance of a single ad, and analyzes the Top 3 ads with the best performance from Oxfam.

BigSpy

1.Oxfam Top 3 Ads Basic Understanding

   top1  top2  top3
Name  Oxfam  Oxfam  Oxfam
Page Categories  Nonprofit Organization  Non-Governmental Organization (NGO)  Charity Organization
Marketing Objectives Other  Other  Other
ECommerce Softwares  N/A  N/A  N/A

Oxfam Marketing Objectives Analysis: 

Oxfam has been operating in Nonprofit Organization for many years. The marketing objectives it uses most when placing Facebook ads are Other, Other, and Other.

Different campaign objectives bring completely different conversion effects. For example, Page Post Engagement can bring more users who like posts at a lower cost. Website Conversion brings accurate customers with conversions, but the ad costs are relatively high. Oxfam best marketing campaign objective at present is Other. Advertisements mainly choose the appropriate marketing objectives according to different ad purposes.

2.Oxfam Top 3 Ads Content Display

We all know that Facebook ’s advertising policy is strict, and every ad that goes online needs to be reviewed. What kind of advertising copy is in compliance? What kind of advertising copy is welcomed by users?

  top1 top2 top3
Ad Headline  Sign the petition | Demand action on Yemen crisis  Oxfam Pilipinas Urgent appeal for help 
Ad Copy Text  DID YOU KNOW: Our Government is supplying military exports to Saudi Arabia and the United Arab Emira...  Our #COVID19 research found that many men have been doing more care work during lockdown. But women ...  In many countries like Bangladesh, this pandemic will be a crisis on top of crisis. Please help the ...
Link Description  We must stop the flow of deadly arms.  Our #COVID19 research found that many men have been doing more care work during lockdown. But women continue to do the lion’s share. It’s time for that to change.​ #HowICare  Coronavirus emergency appeal
Website Link  actions.oxfam.org  www.facebook.com  ad.doubleclick.net
CTA  SIGN_UP    DONATE_NOW
Text Word Count 325  180  147
Like 794  170  908

Oxfam Top 1 Ad Content Analysis:

Ad title: Text is an extension of the creative. Oxfam Top 1 ads got 794 likes. Oxfam uses a sentence with the finishing touch title: “Sign the petition | Demand action on Yemen crisis”, point out the main purpose, and sublimate the theme of the advertisement. The power of a sentence is endless.

The text is a supplement to the headline. Oxfam shared 325 words describing Top 1 ad. In addition, the use of emojis in the text can shorten the distance to the user.

Call-to-Action can promote user’s click behavior and bring the most direct conversion. Currently, the CTA of Top 1 ad is SIGN_UP.

The main role of the creative is to attract users, and the ad copy is the key factor for conversion. Oxfam should continue to optimize the ad content.

3.Oxfam Top 3 Ads Creative Selection

   top1  top2  top3
Creative Type   Image  Image  Video
Ad Time   2020-04-13-2020-06-19  2020-06-15-2020-06-18  2020-05-13-2020-06-18
Landing Page Link  https://actions.oxfam.org/australia/act-now-to-save-lives-in-yemen/petition/en/?utm_source=facebook&utm_medium=social&utm_campaign=yemen+campaign&utm_term=conversion+ads&utm_content=ref+interests  https://www.facebook.com/OxfamPilipinas/photos/a.135498583141592/3241737062517713/?type=3   https://donate.oxfam.org.uk/appeal/coronavirus?cid=psc_fb_cv_drtv&dclid=CNnw3-X4vOkCFVoEXAodinINqw

The principle of less is more appropriate for the selection of creatives. In just a few seconds to attract users’ attention, and let users understand the function of your product, these ads produced by Oxfam are successful.

Oxfam Creative Analysis: 

Oxfam placed a Image ad in 2020-04-13-2020-06-19, and got 794 likes. The size and type of creatives used in different ad positions are different. But using beautiful colors can attract users faster.

4.Oxfam Top 3 Ads Audience Analysis:

   top1  top2  top3
Country  Australia  N/A  United Kingdom
Language  English  English  English

Different audiences have different demands. Before publishing an ad, you have to ask yourself, do you really know who is your target audience?

Today’s advertising is increasingly pursuing personalization. If you can’t make exquisite advertisements, you must know your audience and attract the most accurate traffic.

Oxfam has the best conversion in Australia, and can advertise more in Australia in the future.

In addition, BigSpy can also target the detailed audience of advertisements, including the age distribution, gender ratio, and country of the audience. You can also use BigSpy to track competitors’ audiences.

5.Oxfam Top 3 Ads Performance Display

   top1  top2  top3
Ad Time  2020-04-13-2020-06-19  2020-06-15-2020-06-18  2020-05-13-2020-06-18
During  68 days  4 days 37 days 
Like  794  170  908
Share  185  11  360
Comment  93  0  133

Advertising effectiveness is a direct manifestation of advertising. Oxfam ‘s Top 1 ad received 794 likes, 185 shares, 93 comments in just 68 days.

Summary: Every detail of the advertisement is important. Actually, several important factors that affect the effectiveness of ads are ad creativity, ad copy, ad audience, and ad costs. Now BigSpy generates a top ads report for Oxfam, helping Oxfam to grasp the ad data more clearly.