Following on from its Twitter-based campaign during New York Fashion Week, Reckitt Benckiser-owned laundry brand Woolite and agency Iris are launching further social media efforts through both Facebook and Pinterest.
A Facebook app, Share Your Story, integrates content into users' Facebook timelines, pulling content from their profiles to create fashion stories featuring them and their friends. Users can choose from subjects such as "Girls' Night Out" and "Who Wore it Best?" to create a shareable story, or ask the app to create one based on their timeline. There's also a new Pinterest page in which users can get tips on caring for their favorite clothing.