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Welcome to Wool.com

An innovation hub for the woolgrowers of Australia

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18.09.2020 Source: AWEX
AWEX EMI 937 +47
Micron 17 1456n +87
Micron 18 1283 +90
Micron 19 1085 +61
Micron 20 980 +61
Micron 21 949 +45
Micron 22 923n +42
Micron 26 626n +55
Micron 28 466 +28
Micron 30 374n +9
Micron 32 216n +26
MCar 639 +30
Woolmark.com 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

Woolmark.com 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.

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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, Woolmark.com 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

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AWI’s marketing arm Woolmark partners with Mind Body Green to champion the eco-credentials of Australian Merino wool. Read more
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