Campaign details

Brand: Francis
Lead Agency: Ginga
Region: LATAM

Strategy

Objective

As a very traditional women personal care brand in Brazil, Francis needed to refresh its image with a strong digital brand awareness campaign, to leverage the brand with young demographics. Being in the top 4 most sold soap brands in the country, fighting with tough competitors such as Dove and Nivea, but with an aggressive price positioning, the brand also wanted to leverage it's key differentials (unique floral oils) in order to compete in a more premium positioning.

Target Audience

The campaign was mainly targeted to women between 25-45, deeply segmented to geo-locations where the products where well distributed, as well as tailored to consumers with interest in the Francis brand, it's competitors, fragrances, perfumes, as well as affinity with influencers explored in the campaign.

Creative Strategy