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Wool Stocktake : AWI Annual Report 2012-13
AWI has this year boosted its use of "social media" on the internet to help reconnect a new generation of consumers with the natural wonders of wool. The company is helping drive the agenda for wool on Facebook and other social platforms such as Twitter and YouTube to generate positive online conversation about wool. Of note, the "We Love Wool" page on Facebook more than doubled its fan base over the past year; at 30 June 2013, it had more than 386,000 fans. The Woolmark pages had similar results, increasing the number of fans on Facebook to 205,000 fans. In total, our "social community" on Facebook increased by 80 per cent from the start of the 2012/13 financial year to 591,000 by the end of the year. The content we released through our communities reached over 150 million people online. This reach is created when our audience interacts with our content and it is seen by their friends. We have also uploaded our videos -- on subjects across the whole of the wool pipeline -- onto the YouTube video sharing channel. The Woolmark channel on YouTube has received more than one million views. Our social media presence this year also included Twitter (a microblogging service), and extended to Instagram (an online photo-sharing service) and Pinterest (pinboard-style photo-sharing website). To connect with AWI's social media initiatives, visit: The page on www.facebook.com/TheWoolmarkCompany The on www.twitter.com/woolmark The channel on www.youtube.com/woolmarkonline The on http://instagram.com/thewoolmarkcompany page on www.facebook.com/welovewool on www.twitter.com/welovewool on www.pinterest.com/welovewool woolgrower channel on www.youtube.com/AWIWoolProduction on www.twitter.com/woolinnovation AWI used "social media" to help a new generation of consumers reconnect with wool. After AWI's successful trade launch of the Cool Wool program in February 2012 at the Première Vision trade show in Paris, the consumer campaign was launched in December in Dubai. The Gulf was a fitting location to launch the campaign, given that the campaign focuses on educating consumers about the natural benefits of lightweight Merino fabrics for warmer climates and seasons. The launch involved a media and retail event at Dubai Mall -- the world's largest shopping mall. Cool Wool fabrics offer a superb alternative to the less eco-friendly fibres often chosen for the warmer months in the Gulf. Following the launch, AWI expanded the campaign into other northern hemisphere markets as the warmer spring and summer seasons arrived. Global consumer media programs for international markets including UK, France, Germany, Iberia, Japan, Korea, Turkey and India started in March with leading publishers, and includes print, online and social media activities, reaching over 150 million consumers in total across the media mix. Retail events have also taken place in support of domestic retail programs with leading suppliers. The response from consumers, trade and designers to the campaign has been encouraging. One of the major contributing factors of Cool Wool's comeback is the global trend and increasing desire for quality and natural fibres, combined with emerging markets of the Asia Pacific and the Middle East -- where warmer climates require light and breathable fabrics. The original International Wool Secretariat's (IWS) Cool Wool program, launched nearly 30 years ago, sought to change the perception of wool from being only a heavy, warm thermal product. In many ways the campaign used up until the late-90s was very successful. However, the new Cool Wool campaign takes the concept even further for the 21st century with even lighter weight Merino fabrics and yarns, ensuring that Merino is an ideal fibre to wear all year-round. The Cool Wool Weavers Guild will this year be extended from the European weavers who supply the international brands and bespoke tailors, to include some of the leading weavers outside of Europe. This will widen the global availability of Cool Wool fabrics and garments for consumers in 2014. For more information visit www.coolwool.com Advert showing a mob of Merino sheep wearing sunglasses -- helping make wool cool again! REPORT OF OPERATIONS -- MARKETING
AWI Annual Report 2013-14
AWI Annual Report 2011-12