Securing a Brand Ambassador

Capsule recommended on-boarding a brand ambassador for femfresh to ensure the brand owned the media narrative surrounding women’s intimate health and to grown coverage opportunities for the brand via a media-worthy spokesperson .

A good spokesperson is vital to any brand wanting to build their profile and reputation: putting a human face to the brand and effectively communicating brand key messages to the public and media with professional and unbiased authority.

Capsule researched various health experts, with a strong social presence and following who could cover all areas surrounding women’s health and promote femfresh across their social channels. The ambassador would also provide media quotes and be visible on the brand’s website. After an extensive search and evaluation process, Capsule Comms selected two possibilities best suited to the brand and shared both options with the client for feedback and approval.

Dr Frankie was an existing femfresh user and brand fan, with a health Instagram following of 36.5k so Capsule Comms recommended her as the perfect fit for the title of ‘femfresh Health Expert.’ With a strong personal interest in lifestyle medicine, promoting good nutrition and a focus on busting the taboo’s on women’s intimate health, Dr Frankie’s focus would be to provide media relevant news content with supporting information from femfresh to drive the brand’s key messages and own the narrative surrounding women’s intimate skin health.

Capsule Comms recommended and ensured that Dr Frankie was utilised across the femfresh website as a consumer resource and expert and acted as a press and social resource, providing expert quotes and hosting a monthly social campaigns on her Instagram channel. Dr Frankie also provided monthly blog posts which focused on women’s health concerns weaving in the key messages of femfresh. 

Capsule Comms worked closely behind the scenes to create detailed monthly social briefs for Dr Frankie to ensure she delivered monthly IGTV campaigns live on her Instagram channel to support her ‘Women’s Health Wednesday’s” narrative and hashtag. In collaboration with the in-house femfresh team, Capsule crafted relevant narratives aligned with the brand key messages to ensure that Dr Frankie’s blog posts would provide cohesive messaging aligned with the social content going live.

These initiatives and monthly social campaigns kept the brand front of mind and relevant to the femfresh consumer – educating and busting the taboos surrounding intimate health products relevant to the modern woman.