Driving Consumer Demand and Opening Global Trade Accounts
American Wool Council
In 2017, the American Wool Council went through a rebranding effort and strengthened its brand infrastructure. The organization then looked to bolster its position as a confident authority on 'all-things-wool' and educate a global consumer network on the benefits of American Wool. Our strategy used an omni-channel approach to improve awareness, reach, and engagement with consumer audiences and ultimately drive consideration.
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In order to improve the American wool industry and to promote the use of American wool–both in domestic and international markets, the GBHD team leans on digital marketing initiatives to position American wool as the best choice for performance wear, room & home, and fashion textiles.
Denver, Colorado
Services: Research & Planning, Digital Brand Sculpting, Public Relations, Video, Print, Social Media Management, Campaign Development, Website Development
How It's Going
35m
Global Brand Impressions
96%
Social Follower Retention
2.1m
Global Video
Views
48%
Website Traffic From Social
+591%
Annual Website Traffic
During the COVID-19 Pandemic many trade missions were cancelled limiting opportunities for trade co-ops to showcase products to international partners and buyers. We helped the American Wool Council find opportunity during COVID with a video- and social-media-driven Reverse Trade Mission.
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By bringing international markets and consumers on the virtual road during a time of physical shutdowns and limitations.
By helping the American Wool Council produce 25 videos in one year (and put another 40 in the can for future use), they were able to reach nearly 500,000 people with more than 700 hours of videos playing on social media. Organic engagement on social, where videos lived, held steady at 6.8% which is 7x the industry average.
