Conventional marketing media in China is incredibly expensive, so AWI has decided that an integrated off-line/online strategy will give the best return, with business partners contributing three times AWI's marketing contribution.

According to AWI, it will be the first time that Australian Merino wool will utilise guerilla marketing techniques to sell the Woolmark brand story.

AWI chairman, Brian van Rooyen, says the thrust of the campaign covers five cities across China and has the potential to reach more than 15 million people.

"This is an exciting development involving partnerships with eight department stores and more than 35 Chinese knitwear brands and Woolmark licensees," Mr van Rooyen said.

"It will result in a 5pc increase in unit sales of Australian Merino knitwear for all partners involved and a 20pc increase for foot traffic.

"lt will restore the credibility of the Woolmark brand and license to Chinese licensees as a device which provides differentiation and drives demand.

"This is an example of how AWI can use dynamic and creative marketing techniques at a comparatively low cost in order to promote wool in key markets."

Over the last decade, due to a lack of marketing support, Woolmark licensee numbers in China have dropped each year by 15pc resulting in low consumer awareness of the Woolmark.

By using a well-known Chinese fashion 'blogger' and other online marketing techniques, younger fashion markets will be exposed to the Woolmark.

AWI says that after just a few weeks in action - the campaign began in late October and ends on December 7 - the push is already exceeding its targets for online visits.

The online component is being driven by a consumer website at www.merinotouch.com.cn.