Frank Body
“Dirty Talk” Social Campaign
Context
This was a self-initiated project designed to showcase my creative abilities in social-first content. Frank Body, a cult beauty brand, is known for cheeky and playful messaging. The challenge was to create scroll-stopping social posts that felt authentic, witty, and aligned with the brand’s irreverent personality.
The Client Problem
In a crowded beauty market, social content risks blending into sameness — overly polished, repetitive, and easily ignored. Frank Body needed to stand out with playful messaging that not only entertains but also drives engagement and brand affinity.
Communications Objective
Develop a social campaign that feels bold, fun, and memorable while reinforcing Frank Body’s unique brand voice. Create content that entertains first, while subtly reinforcing product and lifestyle cues.
Target Audience Insight
Beauty audiences — especially younger, social-first consumers — engage most with content that feels witty, cheeky, and tailored to their lifestyle.
Insight: “If it makes me smile and feel seen, I’m more likely to engage and follow through.”
Single-Minded Proposition (SMP)
Frank Body flirts with your feed, not your nerves.
Mandatories:
Maintain Frank Body’s playful, irreverent voice
Design for Instagram-first formats
Keep visuals bold and cheeky
Format: Social Media Advertisement + Digital Posts
Tagline/Concept: “Dirty Talk”
The Creative Challenge
How do you make a social media campaign feel authentic, fun, and memorable — while staying true to Frank Body’s cheeky, disruptive brand personality?
Concept & Insight
Skincare audiences engage with content that makes them laugh, feel clever, and aligns with their lifestyle.
Insight:
“If it makes me smile and feel seen, I’m more likely to engage and follow through.”
Single-Minded Proposition (SMP):
Frank Body flirts with your feed, not your nerves.
Execution
Instagram Carousel (5 Slides)
Visuals: High-contrast photography + playful typography
Tone: Bold, cheeky, irrelevant
My Role
Developed the concept from scratch
Wrote copy tailored for social-first formats
Planned visual flow for carousel storytelling
Ensured consistency in tone and brand personality
Reflection
This project demonstrates my ability to craft social content that balances humour, engagement, and brand identity. If expanded, I would test different formats — such as Reels for motion, influencer integrations for reach, and carousel variations for engagement — to optimise performance and audience connection.
Execution
Opens with a bold, attention-grabbing image of the scrub tub paired with the text “Let’s get dirty.”
The provocative phrase immediately hooks the audience and sets the fun, flirty mood of the campaign.
A close-up shot of gritty coffee scrub illustrates the product’s tactile appeal.
The line “This isn’t your grandma’s scrub” adds a cheeky edge, positioning the scrub as a modern, indulgent upgrade to traditional skincare.
Shows the product in hands, suggesting how the product feels with a confident caption “Smooth skin, zero apologies.”
This visual reinforces the product’s results and encourages self-love and confidence.
Features a playful flat lay of the key ingredients.
This slide educates viewers on the natural, nourishing components that make the scrub effective and desirable.
Closes with a flirty call to action: “Ready to flirt with your skin?” inviting users to shop and join the “Dirty Talk” community, creating a sense of inclusion and urgency.