Memo Pad: Woolmark Goes Social... Smiling Times...Condé Nast to Disclose Numbers

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WOOLMARK GOES SOCIAL: Australian Wool Innovation has launched The Woolmark Co.’s first global campaign with newly appointed social media agency Circul8. The first element of the campaign is the Woolmark “Find Fashion by Feelings” look book, which lets people post their favorite wool outfits at into one of 12 “feelings” categories and vote for the outfits they like the most. The winning outfit will win a $12,000 holiday and wool experience.

Rob Langtry, Woolmark’s global marketing officer, said, “Find Fashion by Feelings is a kick-start to our social media strategy which will become a key element of our ongoing global marketing campaign. Circul8 has captured the essence of Woolmark’s objective to drive awareness and demand for Australian merino wool through this innovative and inspired campaign.”

People can visit the look book and search for outfits by emotion. For example, “Find Happy Looks” returns a colorful selection of fashion from around the globe, while “Find Dark Looks” shows the moodier side of wardrobes. The public can vote for their favorite look and all voters go into weekly draw to win an “Emu Australia” wool prize pack worth $400.

The “We Love Wool” Facebook page,, launched in early June, has grown to more than 15,000 fans. The “We Love Wool” Facebook fan page provides consumers, retailers and designers a touch-point to connect on all things wool.

For Woolmark, the campaign continues a tradition of quality in design. In April, the company’s 1964-designed brand mark was awarded “Top logo of all time” by Creative Review magazine. AWI is the marketing and product development umbrella organization for Australian wool growers.

— Arthur Friedman

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