World’s Longest Social Scarf

The Woolmark Company is giving wool lovers the chance to make history by setting a new
world record for the World’s Longest Social Scarf.

Recently launched, The Woolmark Company’s ‘Wrapped in Merino’ campaign which runs on
a microsite and on the We Love Wool community, aims to connect people in social media as
they collaboratively design a giant virtual scarf. Each participant creates their own section
of the scarf, adding their photo and customising the scarf design, before sharing it with their
friends through Facebook, Pinterest and Twitter.

Participants automatically enter the draw to win one of eight fashion prize packs, including
Net-A-Porter vouchers and soft Merino wool scarves.

Merino wool is a unique fibre, loved by fashion and apparel designers for its quality and
versatility. The campaign aims to give users a hands on experience with this fibre as they are
given the opportunity to design and customise their own personal scarf.

The campaign will be run through the ‘We Love Wool’ Facebook page launched by The
Woolmark Company in June 2011, which has recently celebrated 100,000 fans! The thriving
community provides consumers, retailers and designers alike a touch-point to connect and
discuss all things wool.

Microsite – https://www.wrappedinmerino.com/
Facebook App – https://www.facebook.com/WeLoveWool/app_352587178130186
Facebook ‘We Love Wool’ page – https://www.facebook.com/WeLoveWool
Twitter – https://twitter.com/welovewool
YouTube promo clip – http://www.youtube.com/watch?v=D0MOfW5TFeM&feature=youtu.be
YouTube channel – http://www.youtube.com/user/WoolmarkOnline
Facebook brand page – http://www.facebook.com/Woolmark
Merino website – http://www.merino.com/

Good luck wool-lovers!

Woolmark "Fashion by Feelings"



Woolmark is synonymous with great design; their 47 year old logo was, this year, awarded “Top logo of all time” by
Creative Review Magazine, and with this campaign they’re hoping to draw another success in their history…

Here you are a global street style competition: Woolmark’s ‘Find Fashion by Feelings’ lookbook invites you to post your favourite wool looks into one of twelve ‘Feelings’ categories. You are then encouraged to vote for the outfits you love the most, with the most
‘loved’ look winning a AUD $12,000 holiday & wool experience. Additionally the public can vote for their favourite look,
with all voters entered into a weekly draw to win an ‘Emu Australia’ wool prize pack worth AUD $400.

When viewing the site, users are greeted with a myriad of different looks: From ‘Happy’ – an explosion of vibrant colour; to ‘Dark’ – a moodier, deeper, sultry side to all things wool, to all emotions in between.

Woolmark launched the “We Love Wool” Facebook page in early June. In less than 6 weeks since it’s inception, the
community now has 15,000+ fans. The thriving community provides consumers, retailers and designers alike a
touch-point to connect and discuss all things wool!

Post your look and follow this fun campaign that aims to educate people about wool as a natural and renewable fibre!