Oxfam engaged Kingdom Collective to generate maximum awareness of their long-standing music property, Oxjam, driving high footfall to the month-long event programme and enabling the organisation to hit fundraising targets.
Working with the campaign strategy “Local Music, Global Impact”, we set about asserting Oxjam’s long history of supporting emerging talent, whilst raising money for the charity’s vital work to end poverty.
Our approach? To devise a launch plan that enlisted high profile artists for a series of activations in Oxfam stores around the UK, leveraging their social and media profiles to drive music fans towards the volunteer-run Oxjam events making up the festival.
We conceived, programmed and produced a series of pop-up gigs in Oxfam stores around the UK to coincide with the launch of Oxjam 2017. Programme included: