Carry out an independent brand audit that tracks and measures the success of Woolmark's 'The Campaign for Wool' in the UK. The campaign has been in action for a few years with most activity focused on UK, Europe, North America, China and Australia. The intention of the campaign is to drive awareness of the benefits of wool in high fashion, high street fashion, accessories and interiors. Prince Charles is the key ambassador in the UK alongside Nicholas Coleridge from Condé Nast.
Rather than take the usual approach of traditional quantitative research we tracked the campaign on social media with our data partners http://www.wavemetrix.com and created an innovative online survey. We measured the campaign's performance through 1. awareness 2. engagement 3. advocacy.
We discovered that The Campaign for Wool is creating lots of good content and driving engagement with various different wool initiatives. However, very few people are aware of the campaign or sharing its content online. Based on our findings we recommended to the Woolmark team that the best way forward would be to reduce the amount of different campaign messages and activities involving sheep whilst increasing the amount of relevant high profile fashion and sustainability campaign ambassadors.
The Campaign for Wool