There’s nothing woolly about Piranha’s social media strategy
Posted on: October 2012
Piranha Digital Media the award winning digital marketing agency has taken the Campaign for Wool’s social media campaign from strength to strength with a mix of strategic planning, audience analysis, careful platform selection and relevant regular engagement.
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.
With an international remit the Campaign for Wool relies on its online presence to promote its messages to a wide audience within the wool trade and to the public at large. Piranha’s strategy has had to accommodate the diverse uses and audiences of the wool market which makes the social media campaigns success across artisan, fashion, interior design and wool producers even more impressive. The 2011/2012 campaign saw a marked increase in social media audiences a 286% increase in Facebook likes and 450% increase in Twitter followers over the first 12 month period.
The 2012/2013 strategy has been devised to build on this success to further increase the audience but to also increase engagement mainly through Facebook, Twitter and the Campaign for Wool blog and by utilising other platforms such as Pinterest and Instagram.
For Wool Week 2012 Piranha launched a brand new version of the Campaign for Wool website, to increase the site appeal to the general public whilst still catering for the wool trade’s requirements. The website has been extremely well received by the public and the Campaign for Wool’s high profile retail and fashion house partners.
Don Fryer, Account Director at Piranha Internet commented, “October 2012 saw the Campaign for Wool reach a landmark 10,000 Facebook likes, something which Piranha intend to build on for 2013.”