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Frank Body - An example for influencer marketing

The Vision

A revolution for body scrubs

With Alex looking to move into product development and Jess, Bree and Erika searching for a new project in social media strategy, the team came together to create the original coffee scrub.
The Uni friends had no formal beauty training before launching Frank Body but had spent a decade of their adult lives trying different products out and like a lot of people, the founders were disenchanted with their current exfoliators: Big promises, price tags, chemical components and brands with no personality. That’s when Jess and Bree started their company with just $5000.
How they're doing it

Real skincare: The Frank effect

Frank Body intrigues: with substantial user-feedback via the #thefrankeffect and #letsbefrank hashtags on Instagram, people are showing positive reviews about the products that target problem areas on skin such as stretch marks, cellulite, eczema, psoriasis, acne, scarring and dry skin. They have a second account, @frankfeedback where they repost before and after pictures or comments on various types of skin.
Its “Frankfurts” - the consumers, post pictures of them covered with coffee to give honest feedback on Instagram or on YouTube. They add hashtags to be recognized by the brand and incite others to buy the products. Word of mouth is the cheapest form of marketing and the most genuine for the brand.

Getting to the core

The team worked hard over two years on establishing a solid user-generated content strategy with a strong tone of voice. Today, Frank Body has deep values, unique selling points, and a personality that customers connect with. The brand works with bloggers and influencers to increase brand awareness and educate people.

Add to that, a good dose of Aussie humour

As other (larger) beauty companies have struggled to get younger consumers interested in buying skin-care products in recent years, Frank Body is winning out.
The team believes digital marketing is much more than an Instagram account: it’s a connected approach to a brand’s communication: website, social, packaging, and printed collateral.
They create micro interactions between the customers and the easy going Frank persona: Frank is a humble laid-back Aussie guy and doesn’t take himself too seriously. He communicates on all the packaging and talks “dirty” – obviously relating to the coffee scrub!
The Aussie owners wanted to adapt the brand’s tone of voice to their image. Frank’s marketing is aimed at each stage of the buyer’s journey.
The branding is consistent and covers all the packaging from the box sent off, to the product received at home.
The more they’ve expanded overseas, the more they’ve pushed the Australian humour, and buyers have been loving it ever since the day Frank Body launched.
The creation
Frank Body logo
Jess Hatzis, Bree Johnson, Erika Geraerts, Alex Boffa and Steve Rowley created Frank Body after customers began asking Steve for coffee grinds to take home from his café in Melbourne. When they first launched, they sent their product to a bunch of people they considered influential – makeup artists and beauty bloggers. They knew how important and valuable customers and ambassadors were and what kind of role they could play in their marketing.
Six months after they launched, people started sending them before/after pictures when they had incorporated the scrub into their routine.
 

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