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...