The ‘Wrapped in Merino’ campaign, which ran on Facebook and as a microsite, connects people in social media as they collaboratively design a giant virtual scarf. Each participant creates their own section of the scarf, adding their photo and customising the scarf design, before sharing it with their friends through Facebook, Pinterest and Twitter.
16,460 social media users, and wool lovers, worldwide participated in the two-month campaign.
‘Wrapped in Merino’ follows on from the hugely successful ‘Find Fashion by Feelings’ campaign and has added to the popularity and interaction of both the We Love Wool and Woolmark Facebook communities.
“This campaign is another step forward for us in connecting people with wool through social media,” explains Rob Langtry, The Woolmark Company’s Chief Strategy and Marketing Officer.
“We are seeing great organic growth and interaction in our social media communities, and campaigns like these deliver us a great spike of engagement.”
- ‘Wrapped in Merino’ microsite
- ‘Wrapped in Merino’ Facebook App
- ‘We Love Wool’ page on Facebook
- ‘We Love Wool’ Twitter
- ‘Wrapped in Merino’ promo clip
- Woolmark brand YouTube channel
- Woolmark brand page on Facebook