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Welcome to

An innovation hub for the woolgrowers of Australia

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24.03.2023 Source: AWEX
AWEX EMI 1318 +1
Micron 17 2358n +40
Micron 18 1928 -9
Micron 19 1641 +15
Micron 20 1523 +55
Micron 21 1434 +23
Micron 22 1376n -
Micron 26 572n +4
Micron 28 352 -5
Micron 30 320 -2
Micron 32 258n +3
MCar 888 -22 marketing wool to the world

Fast Facts

  • 1.4M page views
  • 3.7 organic search impressions
  • Tangible path to purchase to drive wool sales
  • Audience interest lies in wool fibre, DIY projects and care
  • Global readership

The Project embodies AWI’s research, development and marketing arm’s objectives of driving the demand of Australian Merino wool through The Woolmark Company’s services.

The global resource is AWI’s main marketing tool to educate both consumers and the supply chain about wool, its potential and how to best care for wool garments.


What We Delivered

Our approach champions the benefits and eco-credentials of wool, educating consumers as to why Merino wool is the conscious choice as part of our Fibre Advocacy strategy and will allow partner brands to deliver the wool message in a clear yet effective way in line with the updated Marketing Strategy.

In line with AWI’s current strategic plan, builds the reputation of Australian wool among the global apparel and textile industry through fostering and promoting innovation, increasing Woolmark’s brand equity and championing the research and science behind wool’s eco-credentials.

The Results: 2019/20

1.4 million page views (76.8% increase y.oy.)

682,552 users (74.7% increase y.oy.)

328,245 Organic click search (344.8% increase y.oy.)

3.7 million organic search impressions (399% increase y.oy.)

5182 clicks to shoppable product (monthly average)

Top 3 Countries

  • United States: 276,909 sessions
  • Australia: 117,241 sessions
  • United Kingdom: 101,577 sessions

Top 3 pages

Articles That Might Interest You
US Marketing Campaign Feel Merino
The Woolmark Company has launched the US marketing campaign, Feel merino, to educate consumers about wool’s benefits for sportswear. Read more
Wool is the answer to plastic-free fashion
AWI continues to drive demand for Australian Merino wool, championing the eco-credentials of the fibre as the answer to plastic-free fashion. Read more
Mind Body Green partnership
AWI’s marketing arm Woolmark partners with Mind Body Green to champion the eco-credentials of Australian Merino wool. Read more