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Beyond the Bale : September 2011
AWI's first major social media campaign is using the popularity of the internet to help reconnect a new generation of consumers with the natural wonders of wool. The new 'We Love Wool' fan page on Facebook is a global hub for consumers, retailers, designers and manufacturers to grow awareness of the fibre and its benefits. The fan page has gained over 25,000 followers since it began in June. 'We Love Wool' is also on Twitter. In support of the We Love Wool social media platforms, AWI has also launched an online campaign -- Find Fashion by Feelings -- that enables the wool loving and fashion savvy public from across the globe to upload and share a photo of themselves wearing their favourite wool garment. The public can vote for the look that they most love. AWI's chief strategy and marketing advisor Rob Langtry says the campaigns are an example of AWI's strategy to help get a new generation talking about wool. "We are very excited by this important step in our global marketing strategy. We Love Wool is the first stage of a long term social media plan to help drive our key messages through to industry and consumers globally," Rob said. "Emotions and fashion are cleverly brought together in the Find Fashion by Feelings campaign. We want consumers to look behind a garment and make a connection between the fibre and the feelings that it invokes for the wearer." The essence of the 'Find Fashion by Feelings' campaign is for participants to show how their favourite piece of wool clothing makes them feel. They can select from a list of 12 emotions -- such as loved, beautiful, nostalgic, happy, seductive or natural -- and then upload a photo of themselves wearing a wool garment that demonstrates that emotion. The public can also search and vote for the outfits they love the most. For instance, searching for "happy looks" returns a vivid explosion of fashion from around the globe, whereas "dark looks" show the moodier side of fashionistas' wardrobes. The look which generates the highest number of votes by 29 September 2011, wins a prize valued at $12,000 including flights to Sydney and accommodation, a visit to an Australian wool-growing property, two pairs of EMU Australia boots and a $3000 Westfield Gift Card. Voters are being rewarded with one voter drawn at random each week winning an EMU Australia prize pack valued at over $400. The launch of the social media campaigns was promoted with the help of a special "treasure hunt" for a selection of Sydney's most savvy fashion bloggers at Westfield Sydney, who then wrote about the campaigns on their blogs. Throughout the treasure hunt, clues to the location of the "treasures" were Tweeted out to the treasure seekers. In this hunt, treasure was in the form, not of pots of gold, but of small knitted items that represented the feelings linked with campaign. Retailers and long term partners of AWI were quick to get behind the campaign, opening their stores up to the treasure hunt and helping to devise Twitter clues. Cue, Veronika Maine, Ginger & Smart, Decjuba and Morrison were some of the stores in which the treasures were located. FAST FACTS l AWI has launched its first major social media campaigns to get a new generation talking about wool. l The 'We Love Wool' page on Facebook provides consumers and businesses with an outlet to communicate about all things wool. lThe 'Find Fashion by Feelings' online campaign enables the public to show how their favourite wool garment makes them feel. Social media campaigns launched September 2011 BEYOND THE BALE OFF-FARM 14 For information about the new campaigns, visit: l Find Fashion by Feelings microsite www.fashionbyfeelings.com l We Love Wool page on Facebook www.facebook.com/welovewool lWe Love Wool on Twitter www.twitter.com/welovewool The Woolmark brand also has a social media presence, visit: lWoolmark page on Facebook www.facebook.com/woolmark l Woolmark channel on YouTube www.youtube.com/woolmarkonline MORE INFORMATION: