EW®

EW®

EW®

Woolite

The Problem

  • Woolite currently has 1.1% market share in liquid laundry detergents, 1% spontaneous awareness and 3% HHP. Consumers are not reaching for Woolite as they are unaware of the brand’s role and capabilities.

The Opportunity 

  • Household penetration has halved in the last decade (6% to 2.8%) and consideration has dropped (12% to 11%) in the latest period as our most loyal customers are aging out and there is a lack of trial among new users. 

The Consumer Insight

  • I go out of my way to take care of the clothing items I love, the ones that allow me to feel like I’m showing up as my best self. 

  • I often feel frustrated when these special items are damaged in the wash process and must be discarded. 

  • Losing a special piece means losing the feeling I get when I’m wearing it. I wish there was something I could do to keep the clothes I love longer.  

Campaign: TBD

Objective: 

  • Make Woolite a necessary part of the laundry routine and position it as a relatable brand by highlighting its unique capabilities. 

  • Positioning Woolite that regardless of age or gender, timeless style stays on-trend. 

  • Educating consumers on how to properly take care of their clothes and protect what they love. Creating Product focus for both Woolite Darks Defense and Woolite Damage Defense.

Client

Woolite

Project Type

Social Copy / Content Production

Timeline

2022

What I did

I led the strategic launch of Woolite’s official Instagram presence, transforming their heritage brand known for "detergent" into a fashion-forward authority on garment longevity. My goal was to move beyond the laundry room and into the closets of our audience, so I developed a visual and verbal narrative around the "Protect What You Love" philosophy. I created a suite of social-first assets—including educational Reels on delicate care and high-aesthetic lifestyle photography—that positioned Woolite as "high fashion’s secret weapon." Crafting copy that emphasized the emotional connection we have with our favorite pieces, I helped the brand connect with a new generation of style-conscious consumers. Writing about the science behind the Dark Defense and Damage Defense formula. Highlighting the sustainability of making clothes last "like new" for years, I ensured every post reinforced Woolite’s position as the ultimate partner in modern wardrobe preservation.

I create copy that lives at the intersection of storytelling and strategy, helping brands connect with real people through language that's sharp, intentional, and built to last. © 2026 Emmanuel Woolard.

I create copy that lives at the intersection of storytelling and strategy, helping brands connect with real people through language that's sharp, intentional, and built to last. © 2026 Emmanuel Woolard.

I create copy that lives at the intersection of storytelling and strategy, helping brands connect with real people through language that's sharp, intentional, and built to last. © 2026 Emmanuel Woolard.