The Woolmark Company in April held its second highly anticipated ‘Move in Merino Challenge’ on the exercise-focused social networking platform Strava. The community engagement initiative once again encouraged consumers to exercise wearing Merino wool, driving sales of brand partners’ products and building its community of active-minded Merino wool ambassadors.
Woolmark Strava club members
Following the success in November of its first ‘Move in Merino Challenge’ on Strava, AWI subsidiary The Woolmark Company held the initiative again, in April, encouraging people to get outdoors and active… in Merino wool. But this time, there were more partners, bigger discounts up for grabs and prizes from partners to win.
Especially popular with runners and cyclists, Strava has 58 million registered users worldwide. The website enables users to upload their fitness activity. They can compare their performance over time, compete with their community, and share the photos, stories and highlights of their activities.
The Move in Merino Challenge ran from 1-28 April, with approximately 150,000 people joining the initiative.
Participants were challenged to undertake 28 hours of activity during the month, which once completed enabled them to access exclusive discounts from top Merino wool performancewear brands including Aclima, ashmei, FUTURUM, Isadore, Minus33, Tracksmith and Unbound Merino, thereby encouraging consumers to purchase and exercise in Merino wool products.
“Our Move in Merino Challenge on Strava encouraged people to get out-of-doors, breathe in the fresh air and exercise in Merino wool. By connecting directly with individual users, the initiative aimed to increase awareness of the benefits of our country’s premium natural fibre and drive sales for our brand partners,” said AWI CEO Stuart McCullough.
“From running and cycling to walking and hiking, outdoor exercise has perks for the body, mind and soul. Wearing Merino wool whilst you exercise means you are choosing a product that is 100% natural, renewable and biodegradable. The best decision for you and the environment.”
The Woolmark Company also has The Woolmark Company Club on Strava, providing a platform for active-minded consumers to come together to find out the latest Merino performance offerings, stay connected and share inspiration to get moving in Merino wool. A Strava Club works much like a brand Facebook page.