In November 2006 oxfamunwrapped.com launched a Christmas viral on the web.The aim of the viral was to promote sales of gifts which help those living in poverty, in particular the sale of alpacas for South American farmers.The viral set out to do this humourosly by showing ugly alpacas shot like a beauty ad, and stating that a truly beautiful gift is one which helps those living in poverty. The viral was launched via an oxfamunwrapped.com microsite, and was seeded on other sites such as youTube. The viral was highly successful, achieving a 20% uplift in sales in the first week of launch.