Affresh Appliance Care

Bringing the power of social-first content to a conservative brand

THE CHALLENGE: How do you help a usually conservative appliance cleaning brand stand out against the competition?

THE HOW: Create a social-first strategy that makes affresh a “must-follow” brand on social, focused on building an engaged community.

The Results

When big competitors like Tide are taking market share from the appliance cleaner made by Whirlpool itself, I took advantage of competitors’ lack of social-first execution to create a distinct social media voice that informs and makes cleaning relatable and fun.

• Transformed affresh’s iconic green box into a social media mascot to make it recognizable on store shelves.

• Introduced a conversational tone of voice and shifted promotional, product-focused content to a social-first execution.

• Increased impressions by 56% and engagement rate by 86% in just 6 months.

• Managed an annual boosting budget of $70K with a consistent CPE of $0.01.

• Helped launch and gain the first 2,000 followers on Instagram.

• Created go-to-market TikTok strategy (was unfortunately laid off before implementation).

• Spearheaded social-first campaign to support brand sponsorship with Amazon’s Hollywood Houselift with Jeff Lewis.