The Woolmark Company is a certification mark used on products that are made of wool and adhere to the strict quality guidelines set by The Woolmark Company. The Woolmark Company launched the logo in 1964 under its previous name, the International Wool Secretariat. Understanding The Woolmark Company's history is essential as it sheds light on the strict quality and standards they work towards. When they came to Involve Digital with the Scabal, Pursuit of perfection brief, we knew they would be looking for perfect campaign execution with high impact. This fits well with our manifesto "Impressive until the absolute", so in our eyes, it was an ideal match. Pursuit of perfection was a campaign for Scabal noble fleece, a product known for absolute quality. The two-part short film series explains what Scabal is about and how they constantly pursue perfection in their fleece manufacturing process using the highest quality Australian wool.

The objective was to drive awareness and promote the two-part film series, The pursuit of perfection for Scabal noble fleece. The metric for success was to achieve the highest possible view-through rate and the most amount of completed views possible.

The two films talk about the pursuit of perfection. Can it ever be achieved? The narrator then tells the viewers that Scabal has been pursuing perfection for nearly 500 years. The video then cuts to some shots showing the original mill in which the company produces its cloth. It shows Scabal's master weavers "bringing life" to the wool fibres and the process it takes to make their noble fleece. Part two focuses on the origins of the wool used in their cloth and how we can all pursue perfection.

Like the Edward Sexton and Cerruti campaigns, The Woolmark Company wanted to promote these videos across both Facebook and YouTube. So Involve Digital took the same approach. A short flighting required a granular campaign build to allow for quick optimisations. So this is precisely what Involve Digital did.

The Facebook video ads produced the best results, without a doubt. The campaign budget was directed to Facebook because it had the potential to reach more people and create more engagement. Using Facebook video ads, we could target our audience with laser precision and produce exceptional results regarding view-through rate and completed views.

12,813 Facebook Clicks 

889,531 People reached on Facebook 

102% CTR 

353,792 completed video views on Facebook 

39.77% VTR