IUMAN needed a social-first launch strategy capable of making the value of three premium fibers. Ice Cotton, Premium Cotton and Soft Silk — clear, relevant and tangible. I developed the campaign from market and platform insights through strategic positioning, messaging and content architecture, defining distinct roles for social media across education, discovery and community participation. The resulting system translated fabric technology into an integrated launch spanning digital art, CGI, in-house production, carousels and creator-led formats.