SOCIAL, BRAND & ADVERTISING STRATEGY
Frankies Bikinis
A lifestyle-driven strategy designed to make Frankies feel more personal, participatory, and lived-in.
2025 Academic research project · Conceptual
Third-party imagery used for illustrative portfolio purposes only. All trademarks, logos, photography, and likenesses belong to their respective owners. No affiliation or endorsement is implied.
My Role
Brand Strategy · Social Strategy · Content Strategy · Creative Direction · Advertising
Deliverables
Brand Strategy · Advertising Campaign · Social Media Style Guide
01 — The Opportunity
A lifestyle brand should feel lived in, not just looked at.
For this conceptual strategy, I saw an opportunity to build on Frankies’ dreamy, aspirational visual identity by showing more of the people, experiences, and everyday moments that make the brand worth belonging to. Rather than treating Frankies as simply a swimwear label, I wanted to explore how its existing lifestyle positioning could become more personal, participatory, and connected to the people wearing it.
02 — Cultural Insight
The most desirable brands give people a world to step into.
I focused on an audience drawn to fashion, travel, influencer culture, and visually rich social content—but also looking for versatility, authenticity, and connection. I saw room for Frankies to move beyond product imagery and invite its community into the lifestyle behind it, from everyday routines and travel to festivals, friendships, and personal stories. The research identified an audience that heavily engages with Instagram and TikTok, follows fashion and lifestyle content, and responds to seasonal aesthetics, behind-the-scenes moments, and visual storytelling.
@frankiesbikinis, Instagram. Accessed September 2026. Used for analysis.
03 — Strategic Response
Make Frankies more than a look.
I built my strategy around keeping Frankies’ dreamy, sun-soaked visual world while making the brand feel more human and participatory. I developed three strategic directions: Beyond the Bikini, which spotlights the people behind the brand’s lifestyle and their passions, personalities, and stories; Open the Door, which uses interactive formats and UGC to invite the audience into that world; and Let Them See More, which introduces more personality and behind-the-scenes moments without losing the brand’s polished aesthetic.
04 — THE CAMPAIGN / SOLUTION
Turn the Frankies lifestyle into something people can live in.
I developed lifestyle-driven content concepts including “24 Hours as a Frankies Girl,” “Frankies Video Travel Diaries,” and “Frankies Festival Season,” showing how swimwear and ready-to-wear could move naturally through beach days, travel, social moments, and everyday life. For the Springkini Collection, I translated that broader strategy into a seasonal video ad concept designed to build anticipation for a conceptual spring collection release.
An AI-assisted visual concept translating the Springkini campaign into motion. Designed to build seasonal anticipation and introduce a conceptual spring collection through Frankies’ dreamy, lifestyle-led visual language.
05 — Measurement
Build anticipation before the first wear.
For this conceptual campaign, I would measure success across both awareness and action—looking at video views, reach, engagement, shares, saves, click-through rate, and collection-page visits as audiences move from discovery to consideration. For the launch itself, pre-order conversions and cost efficiency would provide the clearest indicators of whether the campaign successfully turned seasonal interest into intent.
06 — Reflective Takeaway
This project challenged me to create a strategy that could preserve Frankies’ polished, sun-soaked identity while giving its audience more personality, participation, and reasons to live in the brand—not just look at it. It pushed me to think beyond individual social posts and consider how brand identity, community, content, and advertising can work together to create a more complete lifestyle experience.