WOOLITE WASHED

Responsibilities // Concept, Copywriting
Creative Lead: Scarlett Coley
OMMA Awards Winner - Best Online Integrate Campaign
MediaPost Digital Out of Home Awards Finalist
Racked NY: Best of Fashion’s Night Out

How do you reposition a heritage brand as being relevant to modern, digital-savvy and fashion-forward women?

IDEA:
Develop a campaign platform to embed Woolite in the digital and physical spaces where women seek inspiration to make fashion choices, curate their wardrobes and celebrate their fashion finds or triumphs. 

We launched an immersive and interactive retail experience in a pop-up boutique in SoHo during New York Fashion Week, built an engaging Facebook app that created customized style stores and launched the brand’s Pinterest and Twitter presence. 

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 Inside the Woolite Washed SoHo Boutique

Inside the Woolite Washed SoHo Boutique

 Motion-sensing tech allowed people to play with the bubbles, and showcased new Woolite products by revealing clothing care tips when touched.

Motion-sensing tech allowed people to play with the bubbles, and showcased new Woolite products by revealing clothing care tips when touched.


Our Share Your Story Facebook App pulled from fans' timelines to create customized style stories like ‘Girl’s Night Out’ &‘Who Wore It Best’ that could be shared with their friends

The Woolite social platforms continued to celebrate style with fans across channels. Demonstrating that Woolite loves your clothes as much as you do.

Results
3K tweets during launch party
6.9M impressions on Facebook in under 2 months
85% increased engagement on Facebook in under 2 months
15K Style Stories created in the 1st month
7K new Pinterest followers in under 2 months
5K re-pins in under 2 months
Pinterest sweeps 3x more effective than other top-tier CPG brands
12.5M Twitter impressions in under 2 months
2K new Twitter followers in under 2 months
2K customers visited the Fashion Week boutique