Case study: Oxfam crowdsources fans for Coldplay charity video

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In Summer 2013, Oxfam ran a content marketing campaign with band Coldplay and Scoopshot, to raise awareness of land grabs. This case study shows how the charity attracted over 6,400 user contributions to raise awareness of this growing issue. Following the video’s release, the World Bank issued a statement agreeing to most of Oxfam’s demands.

You can see the video here:

Brand: Oxfam | Sector: Charity | Country: UK | Partner/agency: Scoopshot | Objective: brand awareness, consideration and purchase | Format:Video, YouTube

Oxfam wanted to show world leaders that there is a growing global movement demanding decisive action to stop land grabs. To get this issue on to the media and political agenda Oxfam teamed up with Scoopshot to source videos and photos from the public, which were then used in a Coldplay music video.

Creating a music video from user generated content sourced via Scoopshot allowed Oxfam to engage the public, as well as political organisations in the unsettlement that land grabs cause.

• Oxfam’s video has been viewed more than 50,000 times to date since its launch, with Scoopshot users contributing more than 5,600 photos and 800 videos

• Following the video’s release, the World Bank issued a statement agreeing to most of Oxfam’s demands.

Background:

Oxfam is a global organisation working in approximately 90 countries worldwide to right the wrongs of poverty, hunger, and injustice. Oxfam save live, develop long-term solutions to poverty, and campaign for social change.

Oxfam wanted to show world leaders that there is a growing global movement demanding decisive action to stop land grabs, but in order to get this issue on to the media and political agenda, it was imperative that Oxfam created engaging content, which demonstrated public support for the cause.

Working with Coldplay, Oxfam partnered with Scoopshot, a global crowdsourcing service for on-demand photography. Using Scoopshot’s service, Oxfam sourced photos and video from the public to use in a music video, calling for an end to land grabs.

Strategy:

Oxfam called on Coldplay and music video and film director Mat Whitecross to produce a music video, portraying the idea of land grabs visually through the notion of dislocation and displacement.

Working with Scoopshot, Oxfam asked photographers to echo this idea of dislocation and displacement in their own way in the form of creative video or photographic content. Scoopshot’s global network of photographers was asked to move something favourite, personal or familiar from their home to somewhere it doesn't belong, or do something personal, everyday, familiar that they'd usually do at home, in totally the wrong place.

By involving the community in the creation of the video, Oxfam was able to engage the public from the very start, simultaneously showing political organisations that there is huge public support for the cause.

Implementation:

Oxfam needed to source a huge amount of content quickly, while keeping costs to a minimum. Scoopshot’s crowdsourcing service gave Oxfam the ability to target a large, global community of mobile photographers.

Using Scoopshot’s service, Oxfam created a task asking people to supply photos for the campaign. An instant message was sent directly to photographer’s mobile phones, alerting them to the task.

Photos and videos submitted via Scoopshot’s app for iOS and Android devices were curated by Mat Whitecross to create a music video featuring thousands of different contributors. The video set to an acoustic version of Coldplay track 'In My Place' was launched by in April as the World Bank convened its Annual Spring Meetings.

Results:

Creating a music video from user generated content sourced via Scoopshot allowed Oxfam to engage the public, as well as political organisations in the unsettlement that land grabs cause.
Oxfam’s video has been viewed more than 50,000 times to date since its launch, with Scoopshot users contributing more than 5,600 photos and 800 videos in less than a month .
Following the video’s release, the World Bank issued a statement agreeing to most of Oxfam’s demands.

Al Kinley, Digital Campaigner at Oxfam said: “Scoopshot helped us source thousands of images from people we otherwise might not have reached. Their support for our project was superb, and their reach among creative users is a great resource to tap into.”

Niko Ruoksuo, CEO, Scoopshot said: “Oxfam’s ‘In My Place’ film project is a great example of a user generated content campaign and shows the power of curating content to display a strong message. With access to a large, global community wanting to support the cause, as well as supply high quality images and video, there are endless opportunities for organisations to engage the crowd.”

You can watch the video at http://oxfamontour.org/coldplay/inmyplacefilm/

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