Wear Wool, Not Fossil Fuel
- Strategic Planning & Insights
- Data & Analytics
- Full-Funnel Media Strategy, Planning and Buying
- Alli
Disrupting Fashion Week to drive awareness and action around sustainability
Challenge
Bringing Sustainable Wool to the World’s Top Runways
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.
Strategy
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.
Execution
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.
Impact
Growing Awareness and Favorability for Sustainable Wool
80%
Unaware Synthetics Come from Oil
The campaign has resonated so strongly that Woolmark expanded it throughout EMEA and Australia in early October. PMG leveraged YouTube's Brand Lift Study Measurement Tool 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.
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