The marketing arm of Australian Wool Innovation (AWI), the Woolmark Company has launched its first brand campaign for Chinese consumers. The campaign was launched on China's top e-commerce site Tmall, a preferred destination for renowned brands, and as per AWI it generated more than 230 million impressions and 9.9 million video views, with the teaser post by notable celebrity Loura Lou achieving two million views in less than 24 hours on Weibo.

Through this campaign, the Woolmark Company aims to capitalize on China's apparent early recovery from the COVID-19 pandemic and the partly pandemic-promoted rapid rise in e-commerce to promote Australian Merino wool direct to the consumer.

The aim of the campaign is to convert Merino wool into the most coveted fiber for the approaching 2020 northern hemisphere winter. The campaign has launched The Merino Sisters', Woolmark's first branded intellectual property.

AWI says, with a population of more than 1.4 billion, China is the world's most lucrative fashion market. Chinese consumers are sophisticated and constantly demand a quality upgrade thanks to the rise of e-commerce and the proliferation of brand choices. The Woolmark Company has teamed with Wieden+ Kennedy Shanghai to launch this campaign that extols the benefits of Australian wool to a digitally-savvy, highly sophisticated Chinese audience.