HOW TO USE THIS ONLINE MAGAZINE
by clicking the arrows at the side of the page.
by clicking anywhere on the page. A slider will appear, allowing you to adjust your zoom level.
and move the page around when zoomed in by dragging the page.
and return to the original size by clicking on the page again.
by entering text in the search field and click on "In This Issue" or "All Issues" to search the current issue or the archive of back issues
a PDF of this magazine.
by clicking on thumbnails to select pages, and then press the print button.
a page via email, Facebook, Twitter and more.
TO VIEW PREVIOUS EDITIONS
, click the
button at the bottom of the screen.
Beyond the Bale : September 2012
17 OFF-FARM September 2012 BEYOND THE BALE AWI is continuing to boost its use of "social media" on the internet to help reconnect a new generation of consumers with the natural wonders of wool. AWI's most recent campaign has even set a Recordsetter world record -- for the world's longest social scarf. The 'Wrapped in Merino' campaign, which ran on Facebook and as a microsite, connected people in social media as they collaboratively designed a giant virtual wool scarf. Each participant created 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. 16,460 social media users, and wool lovers, worldwide participated in the two- month campaign. 'Wrapped in Merino' follows on from the hugely successful 'Find Fashion by Feelings' campaign and has added to the popularity and interaction of both the We Love Wool and Woolmark Facebook communities. The 'We Love Wool' fan page on Facebook (www.facebook/welovewool), launched by AWI in June 2011, has become a global hub for consumers, growing awareness of the fibre and its benefits. There are now more than 200,000 fans. AWI's Chief Strategy and Marketing Officer Rob Langtry said the company is helping drive the agenda for wool on Facebook and other social platforms to generate positive online conversation about wool. "The Wrapped in Merino campaign is another step forward for us in connecting people with wool through social media," FAST FACTS l AWI is helping drive the agenda for wool on social media platforms to generate positive online conversation about wool. l AWI's "Wrapped in Merino" social media campaign has set a world record for the longest social scarf. l AWI's 'We Love Wool' fan page on Facebook is now a global hub for consumers, with more than 200,000 fans, building awareness of the fibre and its benefits. World record for wool! explained Mr Langtry. "We are seeing great organic growth and interaction in our social media communities, and campaigns like these deliver us a great spike of engagement." More information: To connect with AWI's consumer facing social media initiatives, visit: Wrapped in Merino microsite www.wrappedinmerino.com We Love Wool page on Facebook www.facebook.com/welovewool We Love Wool on Twitter www.twitter.com/welovewool Woolmark page on Facebook www.facebook.com/woolmark Woolmark channel on YouTube www.youtube.com/ woolmarkonline Following the success of the fun comic-book styled Sam the Lamb iPad application, AWI has created a complementary Sam the Lamb website to teach children about the origins of wool on-farm through to its processing and manufacture into clothing. AWI's Chief Strategy and Marketing Officer Rob Langtry said the Sam the Lamb website and iPad app are examples of reconnecting a new generation with wool using the latest digital technology. "These are simple and fun ways to get young people across the world understanding the natural benefits of wool, an education that will stay with them for life. This is a clever development of an educational comic book The Woolmark Company developed many years ago. It's fun, informative and very Australian," Mr Langtry says. "Over time we will look for these low cost, highly effective ways to talk to various groups of younger consumers in their own language about why wool should be an important consideration in what they choose to wear and buy." More information: samthelamb.com Sam the Lamb