Wear Wool, Not Waste Campaign Success

The eye-catching and thought-provoking campaign, released by AWI’s subsidiary Woolmark, follows the successful Wear Wool, Not Fossil Fuel campaign. The Wear Wool, Not Waste campaign concluded in Paris, London, Seattle, and Austin, Texas in October, with an extended presence in New York City through to 6 January, covering Times Square (during New Years Eve) and airport taxi toppers.

AWI Chief Executive Officer John Roberts said the campaign exceeded all expectations.

“Wear Wool, Not Waste was viewed by millions internationally and it is boosting wool’s perception among consumers,” he said. “Messages around wool’s sustainability resonated, leading to increased consideration for wool as an environmentally friendly option.

Our goal is to raise awareness of wool at a time when legislative changes are being introduced to curb the rise in throwaway fashion, which has been driven by cheap, synthetic clothing. AWI continues to invest in defending the fibre, ensuring wool’s benefits are understood and appreciated and that the wool is not disadvantaged in apparel rating schemes”.

Watch the film here

France showed the highest uplift in consideration and preference for wool. Younger audiences (aged 25-30) demonstrated stronger awareness and engagement compared to older demographics.

The campaign also increased the appreciation of the natural, warm, and soft qualities of wool, especially in the United States of America.

The campaign significantly increased awareness around wool as well as Woolmark brand awareness, consideration and preference across target markets (USA, United Kingdom and France).

• +12% increase in Woolmark brand awareness (pre vs post campaign)
• +29% increase in perception of wool as environmentally friendly (pre vs post campaign)
• +25% increase in perception of wool as more fashionable (pre vs post campaign)
• +14% increase in perception of wool as high quality (pre vs post campaign)
• 63% consideration for wool (+10% Year on Year)
• 79% average brand appeal for Woolmark (maintained YoY)
• 75% average purchase intent for wool (maintained YoY)
• 76% of those who saw the campaign said that the advert made them think twice about the environmental impact of my clothes (maintained YoY)
• 81% of those who saw the campaign said that because of the advertisement, they believe wool is gentle on the environment
• 75% of those who saw the campaign said that because of the advert, they would consider materials/fabrics when making a purchase decision regarding clothes”.

Find out more about Wear Wool, Not Waste here www.woolmark.com/wear-wool.