A Successful Year on the Campaign Trail - Piranha Digital

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A Successful Year on the Campaign Trail


26th March 2012

Piranha Internet Ltd has just completed a very successful year boosting the Campaign for Wool’s online presence and supplying all of its digital marketing support requirements. Our strategy included developing a new Campaign for Wool website, creating six international websites and the planning and implementation of an SEO and social media campaign.

The Campaign for Wool was initiated in October 2008 by His Royal Highness the Prince of Wales, who had observed that the wool industry was facing enormous and unprecedented challenges; the price of wool had plummeted to the point where farmers were being paid less for their sheep’s fleeces than the cost of having them shorn. At the same time, sheep numbers were declining across the world, from Britain to Australia and New Zealand, and some farmers were losing confidence in the future of the wool industry.

A parallel threat emerged from man-made, often oil-based synthetic fibres, which provide stiff competition in the areas where wool has traditionally triumphed – fashion, interiors and insulation.

These issues and the far-reaching environmental implications led HRH the Prince of Wales to convene a meeting over dinner at Clarence House with a diverse group of stakeholders with a connection to wool – from sheep experts to wool marketeers, wool traders to fashion designers and carpet manufacturers.

The Campaign for Wool was established following this initial meeting and it was officially launched by the Prince of Wales in February 2010. The main organisations involved are from the International Wool Textile Organisation, the British Wool Marketing Board, Australian Wool Innovation in partnership with key industry figures from the National Sheep Association, New Zealand, Norway and other significant wool growing nations of the world.

The Campaign for Wool has gained a great deal of support from numerous commercial businesses across the globe including well-known retailers like Harvey Nichols, Selfridges, Marks & Spencer, Liberty, House of Fraser, Debenhams, Jigsaw and The John Lewis Partnership. Leading fashion designers have also engaged with the campaign, including Alice Temperley, Aquascutum, Austin Reed, Daks, Hackett, Hobbs, Jasper Conran, Jaeger, Johnstons of Elgin, LK Bennett, Lyle & Scott, Paul Smith, Pringle and The Shop at Bluebird.

Piranha first became involved with the Campaign for Wool in March 2011 when the initiative was looking to implement an effective global online strategy. Following initial meetings, Piranha devised a strategic support package which not only supported the Campaign for Wool’s online objectives but also offered additional planning and marketing support for offline events.

The new website and its international satellites have been very well received by partners and enthusiastic supporters of the Campaign for Wool social media activity at times has been frantic and the planning and implementation of an online competition with Aardman Productions proved very popular. The combined SEO and social media strategies delivered a 286% increase in Facebook likes and 450% increase in Twitter followers over the first 12 month period.

Piranha Internet’s Account Director, Don Fryer, said: “This is a very exciting project with a lot of interested parties and some diverse markets involved. Our job has very much been to give the campaign a voice and to aggregate information on all things wool to a growing online audience. Encouraging participation through improved dialogue and the generation of compelling content is core to a successful social media campaign and it has certainly boosted interest in the Campaign for Wool.”

Strategies for the next 12 months have already been formulated with the further segmentation of channels for different audiences on the agenda, utilising such platforms as Pinterest and Instagram as part of 2012/13′s plan for success.

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