Case studiesMaterials
The Woolmark Company
353,792 completed video views on Facebook for The Woolmark Company's Scabal "Pursuit of Perfection" film series, with 889,531 people reached and a 39.77% view-through rate.
Outcome
Completed video views· Short flighting
Client
The Woolmark Company
Industry
Materials
Region
Global
Engagement length
Short flighting
Services touched
- Social
- Content
01The challenge
A two-part fashion film. Distribute it as artfully as it was shot.
The Woolmark Company is a certification mark used on products made of wool and adhering to strict quality guidelines set by the company. Launched in 1964 under its previous name, the International Wool Secretariat, Woolmark holds the highest standards in the wool industry.
When they brought us the Scabal "Pursuit of Perfection" brief, they were looking for perfect campaign execution with high impact. The campaign promoted Scabal Noble Fleece, a product known for absolute quality. The two-part short film series explained what Scabal is about and how they constantly pursue perfection in their fleece manufacturing process using the highest-quality Australian wool.
The brief fit our manifesto: "Impressive until the absolute". It was an ideal match.
02The approach
Paid Facebook and YouTube. Granular flighting. Optimise toward VTR.
The objective was to drive awareness of, and promote, the two-part film series. The metric for success: highest possible view-through rate, most completed views.
Like the Edward Sexton and Cerruti campaigns, The Woolmark Company wanted to promote these videos across both Facebook and YouTube. We took the same approach: a short flighting required a granular campaign build to allow quick optimisations.
The two films talked about the pursuit of perfection. The narrator told viewers that Scabal had been pursuing perfection for nearly 500 years. The video cut to shots of the original mill where the company produces its cloth, showing Scabal's master weavers bringing life to wool fibres. Part two focused on the origins of the wool used in their cloth, and how anyone can pursue perfection.
Facebook video ads produced the best results. Budget was directed there because it had the potential to reach more people and create more engagement. With Facebook video ads, we could target the audience with laser precision and produce exceptional results in view-through rate and completed views.
03The result
353,792 completed views. 39.77% view-through rate.
12,813 Facebook clicks. 889,531 people reached on Facebook. 353,792 completed video views on Facebook. 39.77% view-through rate.
The campaign demonstrated that with the right craft on both production and distribution, a fashion-grade film can reach the audience that values it most, with the engagement numbers to prove the artistic premise resonated commercially as well.
The deeper outcomes
Behind the headline metric.
- 353,792 completed video views on Facebook
- 39.77% view-through rate on the long-form fashion film
- 889,531 people reached on Facebook
- 12,813 clicks generated from the campaign audience
- Cross-platform Facebook and YouTube distribution under one budget
In the work
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