Wool was not seen as “cool”. The Woolmark Company asked us to reweave the perception that wool is only good for nannas with knitting needles and reach a new generation of wool consumers.
Leveraging research that the premium ‘feel’ of wool was at the top of buyer’s minds, we created a fully integrated social media campaign, kicked off with Find Fashion By Feelings.
Find Fashion By Feelings was a global competition to find the most loved wool look, run in partnership with Westfield Sydney. Users submitted their look under a feeling category (cute, sexy, dark etc.) for the chance to win.
Find Fashion By Feelings accrued over 1.1m page views, reached 112m people and made 120m media impressions. Take that, nanna!
- 18,000 looks and 8,000 comments posted
- 2400% email database growth
- Awarded FWA Site of the Day, Dope and W3 Awards