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MERINO & CO
IPO Media, PR & Investor Relations

THE BRIEF

Merino & Co (ASX:MNC) engaged SPOKE to deliver a strategic investor relations and media campaign to assist with completing an IPO ahead of listing on the ASX.

The goal was to secure the required spread of investors during the IPO period, elevate the Company’s profile through earned media, and position Merino & Co as a national leader in sustainable luxury Merino wool apparel.

SPOKE was tasked with strengthening delivery of the Company’s investor proposition, creating a variety of marketing assets to attract attention, and garner media interest to secure earned publicity.  

PROJECT DETAILS

CLIENT

Merino & Co

PROJECT TYPE

IPO program

PROJECT DATE

2024

OUR APPROACH

SPOKE crafted a media and investor relations campaign rooted in authenticity, tapping into Australia’s deep cultural connection to farming, shearing, and wool. By showcasing Merino & Co’s story, its premium products, and the people behind the brand, the strategy created a compelling narrative that resonated with investors and journalists.

Key elements of the campaign included:

  • Positioning Managing Director Fiona Yue as a market voice of authority on Australian Merino wool: Highlight Fiona’s history in the cashmere and wool industry, established local wool and farming networks and international market expertise to build confidence in the company’s growth potential.
  • Engaging content development: Produce authentic storytelling content to appeal to both retail and institutional investors.
  • Targeted media outreach: Secure national and global media coverage to enhance brand recognition and investor interest.
  • Investor assets: Deliver a suite of high-impact investor assets designed to excite, educate, and convert prospects.

THE RESULTS

  • Successful IPO process: The Company successfully raised $6,354,000 at $0.20 per share and secured the required spread to list on the ASX on October 30.
  • Explosive share price growth: Share price surged 625% within four days of trading, opening at $0.20 and peaking at $1.45
  • Extensive capital market engagement: Connected with a total of 135 brokers, fund managers, and institutional and strategic investors gaining national traction
  • High-impact media: Secured local, national and international media coverage during the IPO process and on the first day of trading, including interviews with The Australian and Business News. Achieved a total combined audience reach of more than mainstream and trade media outlets.

 

The campaign delivered by SPOKE reinforced Merino & Co’s growing position in the global market as a leading supplier of Merino wool apparel, setting the stage for future investor interest and media attention as the Company expands.

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