Bringing Sustainable Wool to the World's Top Runways
The Woolmark Company, the global authority on wool, wanted to show consumers that synthetic clothing is made from fossil fuel. It chose New York, London, and Paris Fashion Weeks to make the case for wool as a natural, renewable alternative.
With Alli, PMG targeted eco-conscious consumers in each city with "Wear Wool, Not Fossil Fuel." Giant 3D billboards in Times Square, Piccadilly Circus, and Paris showed a pool filling with oil, backed by YouTube, Instagram, and TikTok.
Early results showed a 1.4% lift in favorability for wool over other materials, and Woolmark expanded the campaign across EMEA and Australia.
The Woolmark Company, the global authority on wool, recently partnered with PMG for a new campaign targeting Fashion Week in New York, London, and Paris for the first time, to tout wool as a sustainable alternative to widely used synthetic fabrics.
Educating Consumers on the Cost of Synthetic Fashion
The global campaign targeted environmentally conscious consumers globally during New York, London, and Paris Fashion Weeks, to build awareness of the environmental impact of synthetic clothing. To illustrate the scale of the problem, we needed to reinforce the impact of the ad's messaging: that every 25 minutes, an Olympic pool-sized amount of fossil fuel is used to produce synthetic clothing, while merino wool remains a 100% natural, biodegradable, and renewable alternative.
To reach eco-conscious shoppers during Fashion Week in New York, London, and Paris, the team planned in Alli, PMG's operating system. Alli Audience Planner built personas of eco-conscious shoppers in New York, London, and Paris, so the message about synthetic clothing reached them while fashion was top of mind in each city.
Making Sustainability Impossible to Ignore
With the tagline "Wear Wool, Not Fossil Fuel," the PMG-led full-funnel media execution centered on large-format 3D anamorphic billboards running across NYC's Times Square, London's Piccadilly Circus, and Paris' Citadium, targeting eco-conscious consumers in some of the world's most prominent high-end fashion destinations by showing a life-size demonstration of a pool filling up with oil. In addition to digital billboards, bus shelters, and wild posting ads running in each city, we connected with people across YouTube, Instagram, and TikTok, as well as through premium high-impact placements.
Alli gave the team one view of every channel and every city, so they could see how the message was landing across Times Square, Piccadilly Circus, Citadium, and the social platforms. Planners checked results with Ask Alli, and shifted investment toward the moments and cities where the environmental message was resonating most.
Growing Awareness and Favorability for Sustainable Wool
80% Unaware Synthetics Come from Oil 4 Countries Covered by Campaign 1.4% Lift in Product Favorability
The campaign has resonated so strongly that Woolmark expanded it throughout EMEA and Australia in early October. PMG used YouTube's Brand Lift Study Measurement Tool alongside Alli Brand Equity to quantify the impact of exposure to Woolmark's eco-conscious, fashion-forward video messaging. Initial results showed a 1.4% lift in product favorability of Wool over other materials among viewers in London following London Fashion Week, and we continue to see a growing impact across the entire campaign.
