Social Media Campaign: #WhoIsFrantzi
Project: Raise awareness and grow an audience in the US market for a new luxury fashion brand.
Frantzi was an emerging fashion company out of Israel looking to develop an audience on social media and use it to launch their capsule collection. As a luxury brand with expensive products, we needed to reach an extremely niche and high-value audience segment of wealthy women, fashion bloggers, and models across the United States.
With a high CPM (cost per thousand impressions), we needed to make an impact with our creative and be efficient with our marketing strategy. And with no brand name recognition and no physical locations to try on the product, we had a major barrier to entry to sell dresses and outfits that retail for $5k and up.
To create intrigue, drive exclusivity, and build brand equity we launched #WhoIsFrantzi, a mysterious social media campaign that revealed glimpses into the world of a Frantzi woman, where life is the runway. To grow anticipation we released the story over time, chapter by chapter, with each puzzle piece coming together to reveal a fuller picture of who a Frantzi woman is and what they stand for.
The campaign was designed to empower the modern woman to express her inner beliefs and desires through a story & lifestyle that speaks to her ideal self. With premium flowing imagery, creative brand storytelling, and perfect product placement we raised mass awareness and generated a ton of buzz around the launch of Frantzi’s debut collection.
Due to the success of our “Who Is Frantzi” campaign we sold out their capsule collection in less than a month. Then after helping them demonstrate proof of concept for the Frantzi brand/products, we created a business + marketing plan that landed them $3 million in investment to finance their seed round.
Results: 3 months
- Designed & optimized Frantzi’s website and sales funnel
- Launched Frantzi’s debut collection and gained a foothold in the US market
- Sold out their capsule collection ($500k of inventory) and demonstrated proof of concept
- Built out their online presence and grew their social media following from 0-30k
- Wrote + designed the *business plan that secured Frantzi $3 million in seed investment
*Truist Bank called it the “best and most beautiful business plan they’d ever seen.”