Woolmark is a leader in the textile and design world, a global authority on Merino wool and owner of the Woolmark logo that has been applied as an assurance of quality and purity to more than five billion products. Involve Digital was asked to run a two-part video campaign titled ‘Pursuit Of Perfection’. We primarily targeted affluent suit-wearing men, aged 25+ within the UK, with an appreciation of quality. Our objective was to achieve the highest view-through rate possible, making sure we advertised to the viewers most likely to keep watching until the end.
It goes without saying that running such a campaign is a different challenge than simply asking for users to begin watching the video. We need them to watch the entire clips, which at almost two and a half minutes long each is no easy task. Our work with Woolmark allows us to prove our abilities in a different field than usual. This wasn’t about sales or leads. This was about views and engagement, about taking quality creative for an established brand and increasing exposure and brand awareness.