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We Love Wool

Social Media Strategy

The Woolmark Company needed a presence on social media to keep wool top of mind in the heads of 24-35 year old fashion consumers.


We wove together a 2-year social media strategy with the launch of Facebook community, We Love Wool. Like a perpetual catwalk, woolen looks processed down fan’s Facebook feeds daily, gradually altering the perception of wool.

Woolmark Company events were covered and co-promoted on We Love Wool, such as London Fashion Week and the International Woolmark Prize, as well as collaborations with online retailers such as ASOS and Country Road.


By the end of the campaign, 465,000 Facebook fans and 3,500 Twitter followers had flocked to our social media platforms.