Unlock Frank Body's Secret to $20M Success!

In partnership with

Find Best Apps for eCommerce || Newsletter

In a world where many brands struggle to create authentic connections with their audience, one brand has managed to stand out with its unique voice and engaging advertising strategy: meet Frank Body.

Frank Body's founders, starting with a website profiling inspiring individuals in 2013, transitioned their success into a copywriting agency known for its unique brand voice. Recognizing an untapped market for coffee-based skincare, they launched Frank Body with minimal funds, relying on their branding expertise and Instagram marketing in 2015.

This approach, featuring a relatable and engaging brand personality, resonated with consumers, propelling their growth to a multimillion-dollar company with a global customer base and helping them generate $20 million in sales in just 2 years.

Okay, enough of the background. Let’s understand their branding strategy in detail.

User Generated Content

The company in every aspect is a customer obsessed brand. 

And what’s the advantage ?

Frank doesn't treat user generated content as a trivial matter. Since day one, they've implemented a carefully planned strategy for it. 

Whether you visit Frank's Instagram, Facebook, website, or newsletter, you'll encounter images of customers happily showcasing their product experiences, be they influencers or everyday users. Each package includes a note encouraging feedback with the hashtag #frankeffect.

This approach yields significant benefits. Customers feel connected to Frank Body and its community, while the business enjoys amplified social proof and viral marketing. With each post, another customer contributes to the company's growth and sales, as evidenced by nearly 50K hashtag uses and continuous daily uploads.

Turn your email & SMS marketing into a profitability engine

• Increase welcome flow revenue by 50%

• Generate 20% more repeat purchases

• Send shoppers to branded storefronts with a 17% CVR

Effortlessly optimize your lifecycle marketing

Email Newsletter

While it might seem outdated, Frank Body has successfully revitalized traditional customer communication methods. 

Firstly, to encourage subscriptions, a discreet popup emerges at the bottom right corner of their website after browsing for some time. It features compelling copy and offers a 10% discount on the next purchase upon subscription.

Upon subscribing, a visually appealing email is promptly sent by Frank, introducing himself along with the 10% discount code.

Subsequent interactions are enjoyable, with carefully crafted emails sent 12 times per week, featuring 

1. Impeccable copy

2. A seamlessly functioning website structure

3. Highresolution images, and engaging content

4.  Not overwhelmed with spam.

It's worth noting that even within this framework, usergenerated content and social proof play a significant role, as evidenced by the showcased results from customers.

Facebook Ads and Youtube

While originally centered on Instagram, Frank Body has since expanded its presence to encompass various platforms, with Facebook and YouTube emerging as primary traffic drivers for desktop users.

YouTube:

Despite its relatively low profile in terms of traffic percentage, their YouTube channel boasts 1.7k subscribers and videos that seldom surpass the 5000 views mark. However, the channel serves multiple purposes:

1. Demonstrating product usage within their product pages.

2. Showcasing advertisement videos.

3. Providing tutorials.

Bree Johnson, in a podcast on Foundr, emphasized YouTube's importance, indicating a forthcoming focus from Frank Body, suggesting a continuation of their social media success on this platform.

Facebook

Although lacking the audience size of Instagram, Facebook still yields significant results (as demonstrated in the table above). A visit to their page reveals similarities with Instagram, including usergenerated content. Additionally, it serves as an updated platform for informing or reminding customers about offers and events. Frank Body utilizes Facebook in various ways, contributing to 30% of social traffic:

1. Facilitating FB shopping, guiding potential customers directly to product pages.

2. Executing advertisements effectively.

3. Serving as a platform for event announcements and public information dissemination.

And there you have it—Frank Body's recipe for success brewed with a unique voice, a splash of user-generated content, and a sprinkle of social media savvy.

Next time you sip your morning coffee, remember it’s not just a drink—it’s a brand waiting to happen. Stay tuned for more insights, and who knows, your brand might just become the next big buzz!