Research: Frank body scrub/ALS Ice bucket challenge

We researched popular campaigns for young adults at the moment, to see what made each of them so successful.

One campaign which has successfully used social media and created a "persona" for their product is Frank Body Scrub ( https://frankbody.com/ ).

Frank has used limited advertising and instead marketed its product by creating a "Frank" persona which invites users of the product to take a photo using the product, post it on Instagram and hashtag #FrankBody, thus creating word of mouth which has been really effective for youth.

Starting as a small business it now ships worldwide and is purely sold online. One reason we believe it has been so successful is because of its limited advertising and use of social media it appears more "cool" than if an Ad was telling youth to use it. The images people take with frank our fun and flirty and have sex appeal. Another element is the way it addresses youth in a youthful language eg "babe" etc. This language and use of the body scrub talking in first person has created a persona and therefore a strong and memorable campaign.

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Another Campaign which social media has made a huge impact on is the ALS charity who raised money for the charity by a Facebook post of viewers pouring ice water over themselves and nominating others, if the others refuse to take the challenge they have to donate to the charity.    

Prior to the challenge, public awareness of the disease amyotrophic lateral sclerosis (ALS) was relatively limited; the ALS Association stated that prior to the challenge going viral only half of Americans had heard of the disease. On August 29, the ALS Association announced that their total donations since July 29 had exceeded $100 million.