CHALLENGE: The Woolmark Company is the global authority on Merino wool and owns the Woolmark logo, a quality assurance symbol applied to more than 5 billion products. Their mission is to change the perception of Merino wool worldwide. As Hudson’s Bay is an authority on the Canadian consumer, The Woolmark Company partnered with them to bring Merino wool education to the Canadian market.

SOLUTION: We partnered with a number of HBC’s brands to create a robust array of Woolmark Certified products. Through educational and inspirational content around these products and Merino wool as a whole, we aim to increase awareness around this misunderstood fibre and position it as the ultimate sustainable life and style solution for Canadians.

RESULT (LAUNCHING FW23): Powerful imagery and storytelling, combined with compelling influencer content will drive purchase intent and conversions for Hudson’s Bay, and will support The Woolmark Company’s educational mission. Along with our product offerings, we created a landing page hub on HBC’s website that all traffic will drive to, which will ensure that no matter how one interacts with this campaign, Woolmark’s goal of education will always be top of mind.