The Woolmark Company engaged Involve Digital to drive global awareness for a special collaboration between Italian fashion icon Nino Cerruti and British designer Lou Dalton. The centrepiece was a beautifully shot, three-minute black-and-white film directed by Nick Leary—filmed at the historic Lanificio Cerruti mill in Biella, Italy, and Lou Dalton’s London studio.

The objective was clear: generate maximum exposure and video engagement across five fashion-forward markets—UK, USA, Europe, Japan, and China—in a short 8-day campaign window.

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Our team developed a high-impact media buying strategy across Facebook and YouTube, focused on fashion-conscious men with an appreciation for craftsmanship, heritage, and high-end menswear.

We built highly segmented audiences across each region based on:

• Brand affinities (luxury, designer, fashion media)
• Online shopping behaviour
• Video engagement patterns
• Age and interest clusters

Creative was optimised for in-feed placement, and the call-to-action pushed viewers to learn more via the campaign’s dedicated landing page.

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Given the limited flighting window, we executed a granular audience and persona strategy from day one—allowing rapid read-and-react optimisation.

Each creative variation was tested against:

• Device type
• Region
• Platform engagement rate
• Completion percentage

Real-time reporting dashboards tracked completion and engagement performance across both channels. As data came in, we discovered Facebook outperformed YouTube by 4X on view-through rate, leading us to redirect the majority of spend toward the higher-performing platform.

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While this was a brand awareness campaign, our performance-led approach ensured maximum value from every dollar invested.

We delivered:

• Large-scale reach with exceptional cost-efficiency
• Data-driven audience insights for future campaigns
• Asset performance insights by creative type and region
• A repeatable international model for heritage storytelling via paid media

The results validated a structured, conversion-informed approach—even for brand building in the fashion space.

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• Fast-turnaround planning, build and launch across five markets in under 72 hours
• Rapid optimisation toward high-performing personas
• Cross-platform view-through performance reporting in real time
• Scaled delivery without sacrificing audience quality or engagement time

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• 627,890 completed views of a three-minute film in just 8 days
• 1,798,098 people reached across all geographies
• 25,000+ landing page clicks
• 1 in every 3 viewers watched the entire film
• Facebook view-through rates outperformed YouTube by 4X
• Awareness goals exceeded across all target regions