The campaign is a debut for “The Merino Sisters”, the first branded IP in Woolmark history. In three humorously curt interviews, consumers can learn about the superiority of Merino sheep genes and the unparalleled benefits of “Merino the Treasure Wool”.

We created a one-of-a-kind visual world for the Merinos—it’s luxurious, stylish, beautiful, and filled with surprises.

The content went live on China’s No.1 e-commerce site Tmall, the preferred destination for renowned brands both locally and globally. A fresh entertaining vibe is brought into the platform and millions of users are attracted to explore more.

The Merino sisters also appeared in Tmall’s live-streaming sales rooms for unexpected appearances and endorsements, which surprised celebrities.

Within one week, the campaign garnered over 60 million impressions on Chinese social media, propelling the Merino wool to unprecedented heights of popularity.