May 29, 2012

The Woolmark Company – Wrapped in Merino

The Woolmark Company – Wrapped in Merino

The Woolmark Company is giving wool lovers the chance to make history by setting a new
world record for the World’s Longest Social Scarf.

Launching on Tuesday 29th of May, The Woolmark Company’s ‘Wrapped in Merino’ campaign which runs on a microsite and on the We Love Wool community, aims to connect people in social media as they collaboratively design a giant virtual scarf. Each participant creates 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.


Participants automatically enter the draw to win one of eight fashion prize packs, including
Net-A-Porter vouchers and soft Merino wool scarves.

Merino wool is a unique fibre, loved by fashion and apparel designers for its quality and
versatility. The campaign aims to give users a hands on experience with this fibre as they are given the opportunity to design and customize their own personal scarf.


The campaign will be run through the ‘We Love Wool’ Facebook page launched by The
Woolmark Company in June 2011, which has recently celebrated 100,000 fans! The thriving
community provides consumers, retailers and designers alike a touch-point to connect and
discuss all things wool.

Microsite -

Facebook ‘We Love Wool’ page -

Twitter -

YouTube promo clip - channel -

Facebook brand page -

Merino website -

Contact: Rosie Apps
Sydney, Australia Ph: + 61 (0) 2 9331 6685

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