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US Marketing Campaign Feel Merino
FAST FACTS
Campaign message:
“Soft on your skin no matter the challenge, Mother Nature knows best with Merino wool.”
Campaign objectives:
- Education – To increase awareness for Merino wool as a natural and innovative performance fibre that is soft against the skin.
- Action – To build consumer purchasing of commercial partners’ Merino wool performance wear products via Amazon.com.
Woolgrowers Dave and Skye Ward from ‘Spring Ponds’ near Goulburn, featured in The Woolmark Company’s US marketing campaign Feel Merino.
THE PROJECT
Sportswear is the fastest growing apparel sector and there is currently a retail boom in outdoor sectors such as hiking and biking. Merino wool’s inherent qualities, such as thermo-regulation, breathability, odour resistance – and superior softness next-to-skin – make the fibre the perfect choice for sports, outdoor and athleisure apparel.
The Woolmark Company has launched a new marketing campaign aimed at increasing US consumers’ awareness of Merino wool as a natural fibre that is soft on the skin and ideal for sports and outdoor pursuits. A key element of the Feel Merino campaign is to drive purchases of commercially available Merino wool performance wear on e-commerce giant Amazon.com.
The campaign, which targets millennials, was launched in early November by AWI’s marketing arm, The Woolmark Company.
Shot in NSW, the campaign’s story of Merino is told through the people who wear it: the iconic Australian woolgrower and the everyday athlete. The two are presented in parallel, showing that woolgrowers have days as physical and exacting as athletes – and delivering the message that Merino wool helps you perform strongly by always staying soft. The woolgrower, Dave Ward from ‘Spring Ponds’ near Goulburn, is wearing a wool flannel from Ridge Merino; the cyclist wearing a Pearl iZUMi Merino jersey.
“Whether you are facing another long day looking after your flock or pushing yourself through a gruelling exercise routine, Merino wool is the ultimate fibre to support you, so you exceed your personal best.”
WHAT WE DELIVERED
The campaign includes the Feel Merino Anthem, a 60-second film, plus shorter edits, which are being shown across The Woolmark Company’s digital and social channels, plus on e-commerce giant Amazon.com (see next page).
The Feel Merino Anthem, a 60-second film, aims to capture people’s attention and provide them with a new understanding about Merino wool’s natural versatility and suitability for performance wear.
The campaign also includes Feel Merino Single Stories which connect the physical nature of working growing Merino wool to a specific athletic performance: running, biking, hiking and climbing. These stories are being used across the digital and social channels of The Woolmark Company as well as those of brand partners whose Merino wool products feature in the campaign.
The partners featured in the campaign include Tracksmith, Rapha, PEARL iZUMi, Vivobarefoot, Salomon, Minus33, Woolly, Ibex, Ridge Merino and Rhone. Importantly, path-to-purchase links are provided to partners’ webstores and the Feel Merino Amazon.com store.
More information: www.woolmark.com/feel-merino
