In today’s fast-paced digital world, building a brand that stands out requires more than just a great product—it demands a creative and strategic approach. One brand that has exemplified this to perfection is Frank Body. From its humble beginnings with a single product to becoming a global beauty phenomenon, Frank Body's journey is a masterclass in leveraging copywriting and influencer marketing to propel brand success.

*From Day 1 Frank's challenge was to make "dirty" feel sexy and playful*

The Birth of Frank Body: From Dirt in a Bag to Beauty Staple

Frank Body launched with a single product: a coffee scrub that, as co-founder Jess Hatzis put it, "looked like dirt in a bag." Realising that the product wouldn’t sell itself, Jess, a seasoned copywriter, knew they needed to get creative. The team at Frank Body played with cheeky, bold, and witty copy, positioning the brand’s voice as "Frank"—an honest, no-nonsense character who wasn’t afraid to get down and dirty, just like the scrub itself.

By breaking away from the sterile, jargon-heavy language typical of the beauty industry, Frank Body offered a refreshing, relatable, and engaging brand persona that immediately resonated with consumers. The approach was so effective that it quickly became the core of their branding, permeating every aspect of their communication from packaging to social media posts.

The Power of Copywriting: Making Dirt Look Sexy

Copywriting wasn’t just an afterthought for Frank Body—it was the hero of their marketing strategy. Jess Hatzis and her team understood that great copy could turn an unassuming product into a must-have beauty item. The playful, innuendo-laden language not only made the product appealing but also made it memorable. Phrases like "Get down and dirty" helped create an image of fun, self-care that was inherently shareable.

Business owners can learn from Frank Body’s approach by embracing bold, creative copy that speaks directly to their target audience. Rather than relying on generic, corporate language, consider how your brand’s voice can reflect its personality and values in a way that stands out.

*Over the years Frank Body has become synonymous with body positivity and honesty.*

Leveraging Social Media: The Frank Body UGC Strategy

With a limited budget, Frank Body turned to social media as their primary marketing tool. Platforms like Instagram and Facebook became the launchpads for the brand’s success, driving traffic and engagement. What set Frank Body apart was their early and strategic use of user-generated content (UGC). They encouraged customers to share their experiences with the product using hashtags like #letsbefrank and #thefrankeffect, which led to over 100,000 images being shared under these tags.

This grassroots marketing approach helped Frank Body build a community of loyal fans who felt personally connected to the brand. By featuring real customers and their stories, Frank Body created authenticity and trust—two key elements that are highly valued by Millennial and Gen Z consumers.

For business owners, the takeaway here is clear: leverage UGC to create a sense of community around your brand. Encourage your customers to share their experiences and make it easy for them to engage with your brand online. Not only does this boost brand visibility, but it also fosters a deeper connection with your audience.

Frank Body on Instagram: "*I always leave my imprint 🍑*
When your shower looks this good, it would be rude not to get dirty with me 💕🌴 @matilda.belle.x"

The Rise of Influencer Marketing: From Baby Influencers to Mid-Tier Macros

In 2013, the influencer marketing landscape was still in its infancy, but Frank Body saw the potential. They began reaching out to "baby influencers"—those with a small but growing following—offering them products in exchange for promotion. This mutually beneficial relationship helped both the influencers and Frank Body grow their audiences.

As the brand scaled, they shifted their focus to mid-tier influencers with 100K+ followers. These influencers had built strong communities and narratives that resonated with their followers. By working with influencers who were selective about brand partnerships, Frank Body was able to maintain authenticity and credibility.

For business owners looking to incorporate influencer marketing into their strategy, it’s important to choose influencers whose values align with your brand. Consider working with mid-tier influencers who have a dedicated following and who can tell a compelling story about your product. Remember, it’s not just about reach—it’s about relevance and resonance with your target audience.

Lessons for Business Owners: How to Build Your Own Brand Success

Frank Body’s success didn’t happen overnight—it was the result of strategic planning, creative execution, and consistent messaging. Here are a few key takeaways for business owners looking to replicate this success:

Define Your Brand Voice: Develop a clear, unique voice that resonates with your audience and sets you apart from competitors. Your brand voice should be consistent across all platforms and touchpoints.
Utilise Social Media and UGC: Encourage your customers to share their experiences with your brand. User-generated content not only builds trust but also increases your brand’s visibility and engagement.
Be Strategic with Influencer Marketing: Choose influencers who align with your brand’s values and have a strong, engaged following. Focus on building relationships with influencers who can tell a compelling story about your product.
Focus on Authenticity: Today’s consumers are savvy and value transparency. Be authentic in your messaging and engage with your audience in a genuine way.
Leverage Copywriting: Great copy can turn an ordinary product into something extraordinary. Invest time in crafting copy that captures your brand’s essence and speaks directly to your audience.

Conclusion: The Frank Body Blueprint for Success

Frank Body’s journey from a bootstrapped startup to a global beauty brand is a testament to the power of bold copywriting, strategic influencer marketing, and a strong brand voice. By staying true to their vision and engaging with their audience in a meaningful way, they’ve built a brand that not only stands out but also continues to grow.

For business owners, the Frank Body blueprint offers valuable lessons on how to build a brand that resonates, engages, and ultimately succeeds in today’s competitive market. So, take a page from Frank’s book and start creating content that’s not just good, but great—content that tells your story, engages your audience, and drives your brand forward.

Ready to Transform Your Marketing Strategy?

At Soch Studio, we specialise in innovative marketing solutions that resonate with your audience. Let’s collaborate to create captivating content that elevates your brand. Contact us today to get started with a free consultation!

Frank Body: How Bold Copywriting and Strategic Influencer Marketing Created a Beauty Powerhouse