Frank Body, E-commerce masters

Frank Body was launched in 2014 by five friends with a mission to "remove the hyperbole that saturates the skincare industry and make clean skincare fun". Their business grew quickly with them making over $20 million in 2017 with over 2.2 million sales around the globe. They have a huge following on both Instagram, 817,000 followers, and 156,000 likes on Facebook. What has been the key to their success? What strategies have they used to gain such attention?

Using the RACE framework, I'm going to lay out all the information for you.

Their Plan from the beginning was to take out the "scientific jargon many beauty brands had fallen into using" and they wanted to "be humble, honest and frank about our product". From here they focused on building their social media presence which was helped through their online persona of 'Frank' .

Reach - Frank Body used paid ads and campaigns as a start to optimize their business. They are well known for using a content marketing strategy, Core DNA sets it out well, they used specific strategies:

• Penetrated a hyper-competitive market by being known for "one thing" first

• Persuaded people to care about your product by showing that you relate to their lifestyle

• Created a movement that aligns with your customers values and desires

• Find and collaborate with people who have established trust with your ideal customers

• Turned customers into ambassadors with incentives and prizes.

These strategies worked extremely well with the paid campaigns that Frank Body did.

Act - from the start they targeted a niche demographic of Millennials and Generation Z and made super-specific description of themselves 'Coffee-based skin products' . They also created hashtags to generate engagement and spread awareness of their brand through the different social media platforms. Their persona 'Frank' helped to encourage interactions on their website and lead people to explore the website for Franks blog posts and tips and tricks.

Convert - now that consumers were visiting the website, how did they get consumers to buy the product? On the Frank Body website there is informative videos on how to use each product. Simple lists of the simple ingredients, the persona of Frank continues to pop up and interact with the consumer. They have great real reviews from users of each product. They have a perks program for gaining points when consumers buy, which they can cash in the next time they shop. All of these contribute to the consumer moving towards buying the product and along with heir affordable prices, it’s a win win.

Engage - how did Frank Body get their first-time customers to return again and again? Their continued and every growing social media presence encouraged more and more people to try Frank body. Frank body then expanded its range six months after the initial coffee scrub was released, the new products kept coming each as good or better than the last. All continuing that brands humble and honest approach to products and business.