Dissecting Frank.

Frank has taken Australia by storm and I wanted to take a closer look into what they have done to become so successful so quickly. Yes a lot has to do with the product being great, with that being known, it was then about getting it out to the masses. How this was done I don’t know, so the below is more speculation but something I think has happened.

Frank, tell me if I’m wrong? 😛

Frank Hero

What does Frank do?

Frank is a body scrub with the attitude of the brand being a man and a very cheeky flirtatious man at that. The fine line between creepy and sexy is that girls are writing this, so the cheeky tone works and comes across as fun, flirtatious and spot on.


Frank’s claim to fame. Frank’s Instagram account has the biggest following of all their accounts and this is because of one simple yet naughty strategy.

Get Frank in the hands of babes and get them to post a picture of themselves using it in the shower or bath with the hashtag #letsbefrank

This seems so simple and it is, it took off and soon all girls were stripping for Frank and were proudly sharing it on Instagram. What did Frank do next, he went and regramed all the sexy ladies onto Instagram which did a few things;

  1. Put Frank in the hands of beautiful humans (boys and girls). Aspirational marketing
  2. Showed that everyone is doing it so you should also
  3. Created a faithful and engaged community around the product.

Alongside of regrams Frank also users beautiful images of women and puts flirty, sexy, naughty comments under them. Frank says what we’re all thinking.


Frank’s Facebook users the same strategy as Instagram. It’s growing organically and has done quite well within Facebook’s current like climate. As Facebook is becoming increasingly harder for brands to get traction this hasn’t had the same momentum or engagement as Instagram. That being said their like count is impressive, but they’re engagement isn’t so impressive.

Average Post TAT Rate: 2%
What I think brands should aim for: 4% – 5%

Frank Facebook

Franks images are different on Instagram to Facebook which is great, however all posts are wall posts and for better reach there needs to be more albums.

Frank’s response time for answering questions is great and it appears the team running this account don’t sleep as they respond in out of business hours and post in out of business hours. Solid job all round.

I believe Frank is on Facebook just because. I don’t feel it’s a major part of their online strategy. It’s growing organically and they would be happy with that.


Again, Frank’s Pinterest account doesn’t have the size that Instagram does, however the boards and pins are fantastic. I see this more as a channel they’re playing in because they feel they need to be.

Frank Pinterest Board

Frank’s content is great and if you’re on Pinterest go and give them a follow. Pinterest is a creative space that can drive sales. As they’re playing in this space I can only assume it’s driving website visits and sales.

Cheeky which is very much inline with the Frank tone and branding.


Frank’s Twitter channel is going really well. Frank is listening and responding like a pro and has quite a decent size of followers for Twitter. This and Instagram is where they spend most of their time and it’s proving to be working really well.

They’re sharing directly from Instagram which isn’t Twitter friendly so that could be picked up. Frank should be either natively uploading images to Twitter or be using ITTT which will help them to do this automatically.


I signed up and wasn’t amazed by their email signup process. This is something that could be improved. The branding is lost as they’re using MailChimp’s off the shelf double opt in method.

I would like to see better branding on these emails. Frank’s in a great position to have fun with these emails which they’re currently not.

Frank Welcome Email


There’s no loyalty as such. They’re loyalty relies solely on the product and the ‘Frankfurts’ proudly showing off their product. I do feel this is an area Frank could improve on as there’s an opportunity for Frank to really increase sales.


Overall Frank is doing a great job on Instagram, Twitter, Pinterest and a decent job on Facebook. Improvements with email, loyalty and website is where there’s opportunity to improve.


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