I led the strategic launch of Woolite’s social media presence, transforming a legacy brand with 1% awareness into a fashion-forward authority on garment longevity. Faced with the challenge of a "loyal but aging" demographic, I pivoted the narrative from "laundry detergent" to "wardrobe preservation." By tapping into the deep emotional connection we have with our favorite clothes, I help aid in the development of the "Protect What You Love" philosophy, positioning Woolite’s Darks and Damage Defense as "high fashion’s secret weapon." I constructed a suite of social-first assets, including educational reels and high-aesthetic lifestyle photography, that bridged the gap between scientific formula benefits and sustainable style. My copy balanced technical expertise with a sophisticated, modern voice, successfully introducing a new generation of style-conscious consumers to the concept of making their most cherished pieces last a lifetime.