Francis: The Secret of Floral Oils

Francis, a women’s personal care brand, refreshed its image with a strong digital brand awareness campaign, to leverage the brand with young demographics in Brazil.

Campaign details

Brand: FrancisLead Agency: GingaRegion: 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...

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