How Frank Green Generates $29.9M in Sales Each Year (With 5 Digital Strategies)

Frank Green
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    In 2013, Ben Young, the founder of Frank Green, was deeply concerned about the environmental impact of single-use plastics. Recognizing that millions of disposable coffee cups and plastic bottles were ending up in landfills daily, he set out to create a sustainable alternative. His vision was to design a reusable product that was not only eco-friendly but also stylish and functional.

    After numerous prototypes and extensive research, Frank Green launched its first product: a reusable coffee cup that combined durability, customiability, and convenience. The brand quickly gained popularity in Australia, celebrated for its sleek design and unwavering commitment to sustainability. Today, Frank Green’s revenue has soared, with their products now available in over 60 countries.

    According to Growjo, Frank Green’s annual revenue is estimated at $29.9 million.

    frank green img

    Image Source: Growjo

    With a clear mission to combat single-use plastics and a robust digital presence, Frank Green has become a leading name in the sustainable products market. Their shift to digital marketing has been instrumental in their growth, allowing them to reach a global audience eager to make eco-friendly choices.

    But what strategies keep Frank Green at the forefront of the market?

    In this analysis, I will uncover what I believe to be the secrets behind Frank Green’s digital success and how they continue to innovate and expand year after year.

    Note: This analysis is based on third-party tools and publicly available information. I do not have access to Frank Green’s internal data. The insights shared are drawn from experience and research.

    1. Building a Brand: Selling a Lifestyle, Not Just Products

    frank green difference img

    One of Frank Green’s greatest strengths—and a cornerstone of their success—is their ability to sell more than just reusable coffee cups. They sell a lifestyle.

    From the outset, Frank Green’s core mission has been to promote a sustainable, eco-conscious lifestyle that deeply resonates with their target market. Their timing was impeccable. In 2014, the global shift towards eco-friendliness accelerated, compelling many businesses to adapt or risk falling behind. Major brands like McDonald’s, Coca-Cola, and Brooks began embracing more sustainable practices.

    Frank Green entered this landscape with a unique approach. Their innovative, stylish water bottles—designed to keep drinks hot or cold for hours—captured the moment perfectly, as noted by CEO Ben Young: “Young admits that sheer luck has played its part in Frank Green’s success.”

    The company’s objective was clear: create a bottle that not only outperformed the competition but also provided consumers with a sense of contributing to a greener, more eco-friendly world. “The reusable coffee cups on the market at the time were not, in Young’s opinion, a temptation for consumers to ditch the disposable habits creating this mountain of waste in the first place.”

    Frank Green’s emphasis on the “Frank Green Difference” fostered a “feel-good” experience around their products. This approach sparked a wave of virality among their target audience. Frank Green customers—like-minded individuals committed to the “go green” movement—began sharing their experiences on social media, proudly displaying their Frank Green bottles.

    Frank Green Website img
    Image Source: Frank Green Website

    This user-generated content provided the brand with instant recognition, credibility, and trust within its market. As Frank Green’s popularity soared, their products transcended mere functionality to become status symbols. The perceived value of owning a Frank Green bottle far exceeded its $60 price tag, making the product a self-seller.

    Successful brands create an emotional connection that people want to be a part of. Once Frank Green established its market presence, they continued to innovate, appealing to their expanding customer base, known as “Frank Friends.”

    On-Brand Marketing Campaign – The Gift That Keeps On Giving.

    One of Frank Green’s most astute marketing strategies emerged with their introduction of customizable water bottles. By offering customers the chance to personalize their bottles, Frank Green tapped into a potent emotional connection. As noted, “All the research told us that if a customer gets to design their product and put their name on it, they will keep it with them.”

    This strategic move not only strengthened the bond with existing customers but also unlocked a lucrative new revenue stream: gift-giving.

    Frank Green Website
    Image Source: Frank Green Website

    Frank Green quickly recognized that their customizable bottles were perfect for various gifting occasions—birthdays, holidays, corporate giveaways, and more. The ability to create a personalized, eco-friendly gift resonated with consumers, making their presents more meaningful while aligning with the brand’s values of sustainability and style.

    To understand the impact of this personalization service, let’s look at the numbers. Estimating the exact revenue generated from gift purchases without access to Frank Green’s backend sales data is challenging, but web traffic provides valuable insights.

    According to Neil Patel’s Ubersuggest tool, the Gifts and Personalization page receives approximately 8,719 visits each month from organic traffic alone. Given that organic traffic typically boasts a higher conversion rate than paid traffic, we’ll use a 6% conversion rate for our estimate.

    $60 per bottle, this results in approximately $31,388 in sales per month, or $376,660 annually. Notably, this figure represents only the organic traffic. Given that Frank Green also invests in paid advertising campaigns to promote gift-giving, it’s reasonable to estimate that their revenue from this strategy exceeds $1 million per year.

    Ice coffee cup with straw img
    functional products img
    Image Source: Facebook Ad Library

    Frank Green’s ongoing innovation, coupled with a steadfast commitment to lifestyle and sustainability, is central to their marketing and product development. This dedication is a major factor behind their significant market share.

    In summary, building a brand that resonates deeply with customers and aligns with a broader movement or trend can be incredibly powerful. When a product is positioned as a solution to a valued need, it drives remarkable success.

    Now, let’s delve into the other digital marketing strategies that have fueled Frank Green’s extraordinary growth.

    2. SEO

    In the world of SEO, a robust content marketing strategy is often the driving force behind achieving a vast number of keyword rankings and securing high positions for those keywords. This success translates directly into more traffic, more visitors, and ultimately, more sales.

    Remember, the true beauty of high-ranking keywords lies in the organic traffic they bring—traffic that is entirely free.

    This highlights just how powerful an effective SEO strategy can be.

    Now, let’s delve into the numbers and examine what Frank Green is doing in this area to generate such remarkable, eye-watering results.

    Website Traffic & Keyword Dominance

    Frank Green’s website generates an astounding amount of monthly visitors, as illustrated by the graphs below.

    Ubersuggest img
    Image Source: Ubersuggest

    An impressive 581,262 people visit the Frank Green website every month. Given that Frank Green operates as an online store, this vast number of visitors is directed to various pages across the site.

    Top seo page img
    Image Source: Ubersuggest

    Unsurprisingly, the homepage captures 30% of the overall organic traffic. Coming in second is their Reusable Bottlesand Drink Bottles page. What’s particularly interesting is that their 2L Water Bottle page alone attracts 21,000 visitors each month.

    This clearly demonstrates that Frank Green has a deep understanding of their market. They’ve identified that the 2L water bottle is a popular and frequently searched size, and they’ve strategically created a dedicated page to rank for this keyword term.

    Here’s the related Google search listing for this high-ranking keyword:

    water bottle img
    Image Source: Google Search

    The listing ranks 3rd on Google, which is impressive considering the landing page only showcases 11 product listings. In contrast, major retailers like Catch, Myer, and Amazon feature 50+ listings. This indicates that Google recognizes Frank Green as an authoritative brand—more on this later in the case study.

    Now, let’s take a closer look at the keyword list and rankings that drive this substantial organic traffic.

    Frank Green ranks for an incredible 37.4K keywords in the Australian market.

    organic keywords img
    Image Source: Ubersuggest

    What’s particularly noteworthy is that they hold the #1 ranking for highly competitive keywords such as ‘Bottle,’ ‘Water Bottle,’ ‘Travel Mugs,’ and ‘Reuse Coffee Cup.’

    As highlighted in my initial Digital Strategy, Frank Green’s brand strength is evident when examining their keyword performance. The majority of traffic-driving keywords are directly tied to their brand:

    • Frank Green (301,000 searches)
    • Frank Green Water Bottle (74,000 searches)
    • Frank Green Drink Bottles (27,100 searches)
    • Frank Green Drink Bottle (27,100 searches)
    • Frank Green Coffee Cup (8,100 searches)

    Combined, these five keywords generate a search volume of 437,000.

    keywords img

    As you can see, these keywords are closely related to Frank Green’s brand and core product offerings.

    Now, let’s quickly estimate the potential sales from these traffic numbers. Assuming an organic traffic conversion rate of approximately 6%, 10% of the total traffic from these five keywords translates to 26,220 sales.

    If we multiply this by the average cost of a water bottle ($60), Frank Green is potentially generating $1,573,200 in sales per month from organic traffic alone. That’s a staggering $18,878,400 in annual sales—entirely from free, organic traffic!

    When a brand achieves these kinds of SEO results, it’s typically due to either a robust content strategy or a high volume of blog posts. However, what’s surprising about Frank Green is that they don’t particularly excel in either area—they only have 15 blog posts in total.

    So, how do they manage to wield such immense ranking power for so many keywords?

    Domain Authority – Backlinks & Referring Domains

    Frank Green’s website demonstrates impressive growth in backlinks, with a staggering total of 11,409 websites linking back to their site.

    backlinks img
    Image Source: Ubersuggest

    In the world of digital marketing, a backlink is a hyperlink from one website to another, often containing anchor text. Many SEO professionals focus heavily on the volume of backlinks as a way to build authority. However, while volume plays a role, Google primarily assesses the authority of the websites that are linking back to you when determining your site’s ranking.

    This is where Frank Green’s SEO prowess truly shines.

    Frank Green has successfully attracted backlinks from a significant number of high-authority websites—those with a domain authority score of 90+ out of 100. Among these are prestigious names like The Guardian, Shopify, Forbes, News.com.au, and Mastercard.

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    Meet the brands img
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    The reusable img
    Source Forber
    Image Source: Ubersuggest

    In the marketing world, securing backlinks from such authoritative sources is akin to receiving endorsements from A-list celebrities. Frank Green achieved this level of recognition and credibility largely due to the rapid attention and publicity it garnered through its remarkable growth in a short period.

    These endorsements aren’t accidental. Take, for example, Shopify, one of the world’s largest e-commerce platforms with a domain authority of 94. Shopify featured Frank Green in an article titled “The Brands Reimagining Retail,” further cementing Frank Green’s reputation and authority.

    Shopify img
    Image Source: Shopify

    Having a platform like Shopify, with such a high domain authority, link back to Frank Green’s website significantly enhances its ranking potential. But beyond ranking benefits, Google also views backlinks as a measure of a site’s security. Because acquiring high-quality backlinks is challenging, sites that consistently attract links from various authoritative sources are seen by Google as trustworthy and secure.

    These factors all contribute to how Google measures and scores websites, directly translating into better rankings and greater visibility across the web.

    Now that we’ve established how Frank Green generates substantial organic traffic through high-ranking keywords and strong domain authority, let’s explore the other strategies they use to drive traffic to their website.

    3. Paid Marketing

    Paid marketing, for many brands, is the driving force behind their traffic and sale acquisition strategy.  

    It comes in the form of many aspects – and from the graph, we can see that Frank Green’s paid strategy is broken down into two very distinct channels:

    1.  Paid Search (Google)
    2. Social

    Similar Webs img
    Image source:  Similar Webs

    Paid advertising strategies can be extremely lucrative for businesses, if you get them right.  But amongst the large competition and high click costs, it’s no easy feat.

    Let’s take a look at what Frank Green is doing in these two areas.

    Google Ads – Paid Search

    Frank Green is clearly on top of their AdWords game. As the image below shows, these are the top-performing ads that Frank Green is using to drive paid traffic to their store. What’s particularly impressive is the number of ad copies in their account—147, to be exact. This indicates a robust testing strategy, suggesting that Frank Green is continuously experimenting with different ad variations to optimize their performance.

    SEM Rush img
    Image Source: SEM Rush

    According to SEM Rush, Frank Green bids on 175 keywords, bringing in an impressive 27K monthly visitors to their store.

    SEM Rush
    Image Source: SEM Rush

    From the top-performing ads listed above, it’s clear that Frank Green consistently utilizes their brand name as the headline in all their search ads. This approach likely results from extensive testing and Optimisation, designed to improve ad relevancy—a critical metric Google uses to determine how closely matched the keyword, ad, and landing page are. Higher ad relevancy means a better ranking position, ensuring their ads appear prominently in search results.

    From a marketer’s perspective, it would be interesting to see Frank Green test alternative headlines, such as “Trusted By 1M Aussies” or “Say No to Plastic, Yes to Frank Green.” These variations could introduce a fresh angle while maintaining the high relevance needed for optimal ad performance.

    Apart from the headlines, the other sections of their ads are well-crafted, featuring lengthy descriptions filled with benefits, promotions, and compelling Calls to Action. This thoughtful approach likely contributes to their overall ad success.

    Let’s now examine the top paid keywords they target.

    Paid search positions img
    Image Source: SEM Rush

    As shown in the table above, the top paid keywords Frank Green targets are primarily brand-related, further supporting the strategy of using their brand name in headlines to enhance ad relevancy.

    While I don’t have direct access to Frank Green’s ad account to confirm their targeting of non-branded keywords, the evidence from SEM Rush suggests they may not be doing so. If that’s the case, a significant opportunity presents itself.

    Frank Green could benefit from expanding their keyword strategy to include non-brand-related keywords. A logical starting point would be to leverage their SEO learnings to identify which keywords drive sales and then mirror that list in their Google Paid campaigns. Additionally, exploring niche pockets of traffic, such as people searching for reviews, could open up new avenues for capturing high-intent customers.

    It’s surprising that many brands, even those with large customer bases, don’t allocate part of their ad spend to targeting review-related keywords. In Frank Green’s case, the keyword “Frank Green Review” is searched on Google over 1,000 times per month.

    Frank green view img
    Image Source: Ubersuggest

    However, as seen in the image below, Frank Green doesn’t appear in the search results for this keyword. Instead, authority sites like Trustpilot and Product Review dominate, likely capturing a significant portion of this valuable traffic.

    Frank green reviews
    Image Source: Google Search

    Although these third-party review sites hold authority in the review world, Frank Green could turn this type of traffic into a profitable opportunity by implementing a strategy to convert these searchers into paying customers.

    Here’s how I see it:

    People searching for product reviews are often in ‘buying mode,’ ready to make a purchase but seeking validation from others’ experiences before doing so. This need for validation is a critical step in the purchasing decision.

    I recommend that Frank Green create a dedicated product review page on their website, featuring user-generated content from past customers who share their experiences with Frank Green water bottles. They could then run PPC ads targeting review-related keywords to capture the top spot in search results, directing these ‘buy mode’ customers to their store. By controlling the narrative through a dedicated review page, Frank Green would have a direct influence on the customer’s decision-making process, rather than leaving it to third-party sites with no direct link to their webstore.

    Now that we’ve thoroughly explored their Paid Search campaigns, let’s dive into another Paid Ad channel that Frank Green is leveraging to drive traffic.

    Google Shopping

    Google Shopping is an excellent paid media strategy for Frank Green, and here’s why:

    1. Visual Appeal: Google Shopping uses image ads to showcase products, making it a perfect fit for Frank Green’s vibrant, colorful water bottles. These eye-catching designs naturally stand out, helping to grab the attention of potential customers over the competition.
    2. Cost-Effectiveness: Advertising on Google Shopping generally costs about 50% less than the Paid Search network, making it a more budget-friendly option for driving traffic and sales.
    3. Prime Positioning: Google Shopping campaigns are prioritized at the top of search results, meaning these ads are the first listings people see when searching for a water bottle. This prime visibility is crucial for capturing customer attention early in their search journey.
    L water bottle img
    Image Source: Google Shopping Network

    As illustrated above, Frank Green ranks second on the Google Shopping network for their most popular water bottle (2L). While they’re successfully leveraging the platform, there are opportunities for improvement in their ads.

    Currently, their headline is quite descriptive, including details like the bottle’s material, color, the keyword “Reusable Bottle,” and their customisation services. However, there’s room to optimise further.

    One suggestion is to incorporate a small label or badge on the product image itself to highlight their customization service. This would free up headline space for additional keywords or promotional messages—similar to what Prana One is doing with their image ads.

    Google Shopping Network img
    Image Source: Google Shopping Network

    This technique, commonly seen on Amazon listings, is an effective way to utilise the available space and enhance the ad’s appeal. Additionally, testing different background colors in their images could make their ads even more attention-grabbing, helping them stand out in a competitive marketplace.

    Finally, adding customer reviews to these ads could significantly boost credibility and trust, encouraging more clicks and conversions.

    Despite these minor tweaks, Frank Green is clearly excelling in their Paid Media strategies. Now, let’s explore another marketing approach that has likely played a significant role in their impressive growth.

    Leveraging Big Brand Partnerships

    Rather than relying solely on their own marketing efforts, Frank Green has strategically partnered with well-known brands to elevate their water bottle into one of the hottest products on the market.

    By securing partnerships with major retail stores like Rebel Sport, The Iconic, David Jones, and Myer, Frank Green has significantly increased the visibility of their products.

    These partnerships not only expand their reach but also provide valuable, ongoing exposure as these retailers actively promote Frank Green’s products. This kind of brand association acts as a form of free advertising, amplifying Frank Green’s presence in the market.

    Rebel Sport img
    Image Source: Rebel Sport

    While it’s challenging to pinpoint the exact number of sales generated through these resellers, we can observe the impact of this strategy through their dominance in search engine rankings. A quick Google search for “Reusable Water Bottle” reveals that Frank Green and their resellers occupy the top five listings.

    Green australia img
    Image Source: Google Search

    Considering that Google reports the top three organic listings capture 68% of the total traffic for a given keyword, this level of visibility is incredibly powerful. It’s a testament to the effectiveness of Frank Green’s partnership strategy.

    Next, let’s explore how Frank Green leverages their social media strategies to further boost their brand.

    4. Socials  

    From day one, Frank Green has focused their time and marketing efforts on connecting with their target demographic, across all social media platforms.

    With a combined following of 460K people, their social media strategy is one of the best in Australia.

    Their main focus, and the channel that has the most following, is Instagram.

    Instagram

    Frank Green’s instagram has an impressive 294,000 followers.  Pretty solid for a brand that sells water bottles.

    Their page is dedicated to both their product and the lifestyle of their target demogrpahic – young, enviro friendly, men & women.

    To this day, Frank Green is able to make their products really pop, with beautiful shots consisting of vibrat background colours, it’s no wonder their target audience appeals to their product.

    Frank green IG
    Image source:  Frank Green Instagram

    On average, Frank Green posts every few days.  Posting reguarly is reccomended if you have the content to do so, for two reasons.

    1.  Keeps engagement high with your exisitng following

    2. Instagrams algorithim will share your posts in peoples feeds as suggested posts, thus increasing your exposure and growing your following.

    Some of their posts fetch over 5K likes, and 100’s of comments, which tells us their audience loves what they comtinue to put out. Take a look at one of their most recent posts, that fetched of 2,613 likes.

    A simple, yet powerful post of their ideal customer drinking their water bottle in bed.

    Frank Green Instagram
    Image Source:  Frank Green Instagram

    To direct traffic from their Instagram to their website, Frank Green uses a well known application called Link Tree.

    Link tree, allows you to feature multiple links via your Instagram bio, opposed to the one link that Instagram generally allows.

    Frank Green Link Tree img
    Image Source:  Frank Green Link Tree

    Hashtags, are another great way for businesses to boost their exposure on Instagram.  Like keywords on Google, hashtags can be placed on images to increase visibility.

    When searching for the hashtag Frank Green, we can see that over 27,452 posts feature this hashtag. Now, Frank Green only features 1,689 posts on their page. So, let’s see who’s posting about Frank Green.

    Search img
    Image source:  Instagram

    As you can see from the image below, Frank Green features in posts from different brands, and individuals.

    They have the ability to leverage from “happy customers” who create UGC content for their brand, such as the unboxing video you can see located in the first post on the second row.

    This is completely free marketing for the brand, and this type of content is the hardest to get your hands on. UGC content, is powerful because it builds trust and credibility instantly with friends and followers of those who are posting.  

    What’s even more impressive, is that some of the people have 10’s of thousands of followers on their instagram.

    Kind of makes sense, as to how Frank Green grew so rapidly and continues to do so.

    Now, let’s turn our attention to Facebook.

    Instagram Hashtag Search
    Image Source: Instagram Hashtag Search

    Facebook

    Just like their Instagram account, Frank Green uses the same marketing strategies on their Facebook.

    They feature many of the same pictures they do on instagram, but like many brands, aren’t able to generate the same amount of followers, likes and engagements on the content they release.

    Frank green
    Image source:  Frank Green Facebook

    Facebook is an absolute beast for engagement if you get it right.  I would like to see them test different video ads, that are tailored to their target audience to help boost engagement. Different ad messages, playful content, and different themes should be tested on the platform.

    There are a few other tweaks I would reccomend Frank Green implement to boost their page performance.



    My first reccomendation, would be including direct links to their webstore in the description of each of their product specific posts.

    Adding a link to purchase products, could be a great way to convert more of their Facebook visitors into paying customers.

    The second recomendation would be taking advantage of Facebooks shop feature.  Frank Green would be able to sell their products directly from their Facebook page, like the example seen below.

    Manage page img

    With 80,000 followers, and many more who visit the Frank Green facebook page on the daily, having this feature could prove to be a very lucrative addition to their social media strategy.

    These suggestions, don’t take away from the fact that Frank Greens organic social media strategy on Facebook and Instagram is locked down.

    Apart from organic, Frank Green is taking full advantage of Facebook & Instagrams paid advertising platforms.

    Instagram & Facebook – Paid Advertising

    It’s impossible to discuss Frank Green’s marketing strategy without delving into their social media paid advertising campaigns—after all, these platforms played a pivotal role in building their brand.

    By the time you’re reading this, Frank Green’s ad feed has likely evolved, as they’re continuously running and testing different ad sets. Currently, Frank Green has 86 active ads in Australia alone.

    meta img
    Image source: Facebook Ad Library.

    Over 60% of these ads are focused on their upcoming Father’s Day sale, while the remaining 40% promote their popular water bottle range, using enticing offers like “Free Customisation” and “Free Shipping” to drive conversions.

    What’s particularly striking about Frank Green’s ads is their expert use of bright backgrounds and organic design elements, showcasing a deep understanding of how to effectively engage audiences on Meta’s platforms.

    Both Facebook and Instagram require a native approach to advertising. The key is to ensure your ad doesn’t blatantly look like an ad—otherwise, it’ll scream, “Hey, I’m trying to sell you something!” Instead, the goal is to make the ads feel organic, blending seamlessly into your audience’s feed.

    Frank Green masterfully achieves this by featuring people—in this case, children—in their Father’s Day campaign. This choice isn’t just aesthetic; it’s strategic.

    library ID

    While the ads are technically aimed at fathers, the real target audience is their partners—typically mothers. By showcasing children, Frank Green allows these mothers to instantly imagine their own kids, beaming with joy, as they give Dad a Frank Green bottle on Father’s Day. It’s a clever way to forge an emotional connection with their ideal customers.

    Another standout element is their use of vibrant background colors, which helps their ads catch the eye and stand out in a crowded feed.

    While I don’t have direct access to Frank Green’s Facebook ad account and can’t share specific campaign performance metrics, the sheer volume of active ads suggests they’re hitting their stride. The variety in their ad types—from single images to videos and carousels—also indicates a well-rounded advertising strategy.

    However, there’s one area I’d recommend they explore further: User-Generated Content (UGC). UGC is one of the most powerful forms of advertising, as it builds trust and authenticity. Frank Green already leverages UGC on their Instagram account, so it would be interesting to see how this content performs if incorporated into their paid strategy.

    While Instagram and Facebook have been pivotal in driving brand awareness and sales, Frank Green has also expanded their digital presence beyond these platforms. Their YouTube channel, for instance, has become an essential part of their content strategy, offering a more immersive way to connect with their audience. Let’s dive into how they’re using YouTube to further enhance their brand story and engage with their community.

    Youtube

    Frank Green Youtube
    Image source: Frank Green Youtube

    Another social media channel contributing to Frank Green’s growth is YouTube.

    Despite having a modest 1.75K subscribers, their channel boasts over 4 million total video views. A quick glance at their video homepage reveals a vibrant array of content, all maintaining the consistent and eye-catching branding seen across their other platforms.

    Their thumbnails are catchy, bright, and highly clickable, perfectly designed to attract their target audience.

    Frank Green’s videos are crafted to entertain and engage their audience, featuring a mix of ‘How To’ videos, lifestyle content, and product promotions—a dream for any Frank Green user. Notably, their videos are concise, rarely exceeding one minute in length.

    This brevity is likely intentional, allowing them to double as video ads on YouTube, which may also explain how some of their videos have amassed over 2 million views. Their most popular video, an introduction to their new water bottle collection, launched in 2023, has been viewed by over 2.14 million people.

    Frank Green YouTube
    Frank Green YouTube

    To achieve these impressive view counts, it’s likely that Frank Green leveraged paid ads on the YouTube platform. While running a video ad typically requires a clear call to action (CTA), it’s surprising that direct links to their webstore aren’t more prominently featured in the video descriptions. Offering more direct paths for viewers to visit their store through social channels would undoubtedly enhance traffic and sales.

    Nevertheless, generating these kinds of views on a 15-second water bottle video is incredibly impressive. If we reverse engineer the potential sales impact of this ad, the numbers tell an interesting story.

    With over 2.14 million views and an average click-through rate (CTR) for YouTube video ads reported by Google at 0.65%, approximately 13,910 people likely visited their website from this video. Assuming a 3% average website conversion rate, Frank Green could have sold around 417 water bottles. At an average price of $60 per bottle, this translates to $25,020 in revenue from this video alone.

    While Frank Green appears to have a strong grasp on their YouTube strategy, there’s room for improvement, particularly in boosting engagement and growing their subscriber list.

     One potential approach is incorporating user-generated content (UGC) by reaching out to past customers for review videos. Review videos are excellent for building trust, as they showcase real people trying—and loving—the product, significantly influencing potential customers who seek validation before purchasing.

    Next up, let’s take a look at the social media platforms where Frank Green is truly crushing it!

    Tik Tok

    While YouTube might not be a primary focus for Frank Green, their TikTok presence certainly is, boasting an impressive 98K followers, 1.1 million likes, and 349 videos.

    Countik
    Countik

    Frank Green’s brand identity on TikTok closely mirrors their Instagram presence but with some notable differences. Their TikTok account features significantly more user-generated content (UGC), such as the videos shown below:

    Frank Green TikTok img
    Frank Green TikTok

    One of the standout strengths of Frank Green’s TikTok strategy is their ability to engage their followers effectively. While many brands may achieve high view counts, this doesn’t always translate into meaningful engagement like likes, comments, or shares. For Frank Green, however, the opposite is true. Most posts on their TikTok page see substantial engagement levels.

    Take, for example, one video that has garnered over 5,732 likes and 41 comments.

    Frank Green’s TikTok bottle
    Frank Green’s TikTok

    So, what makes their content so engaging?

    Let’s break down the post above. This video features a street interview where one of Frank Green’s brand ambassadors encourages couples to take a quick quiz to see how well they know each other by guessing their partner’s favorite color. If they guess correctly, they win a Frank Green bottle.

    Several factors contribute to the high engagement of this video:

    1. Relatable Representation: The video features an interviewer who embodies the ideal demographic of Frank Green’s target customer: a happy, young millennial. Featuring individuals who reflect the target audience is a proven strategy to create an immediate connection and drive engagement.
    2. Familiar Setting: The video is shot on the streets of Australia, likely in Melbourne. This familiar backdrop resonates with local viewers, helping them relate to the content on a personal level.
    3. Gamification and Incentive: The video’s format of a quiz, paired with the chance to win a Frank Green bottle, adds a gamification element to the content. People love watching others participate in challenges and games, especially when there’s something to be won. The simple question, “Do you know your partner’s favorite color?” taps into universal curiosity and relatability, making the video naturally appealing.

    This strategy of combining relatable personas, familiar settings, and gamified content with incentives is a common thread throughout Frank Green’s TikTok content, driving consistent engagement.

    Clearly, Frank Green excels at leveraging social media. Their investment in engaging and relatable content has helped them establish a strong presence in the ‘Rehydration’ industry and become a household name.

    Now that we’ve thoroughly analyzed how Frank Green generates engagement, awareness, trust, credibility, and traffic through social media, the next question is: How does their website perform in converting all this attention into paying customers?

    Let’s find out.

    5. Website

    Frank Green’s website is designed to provide a seamless and engaging user experience, mirroring the brand’s vibrant, eco-conscious ethos. From the moment a visitor lands on their site to the final checkout page, every aspect is carefully curated to enhance usability, drive engagement, and boost conversions. Let’s break down the key elements of their website that contribute to its effectiveness.

    Homepage

    Frank Green Homepage
    Frank Green Homepage

    The Frank Green homepage makes a bold first impression, immediately reflecting the brand’s commitment to sustainability and innovation. As soon as you arrive, you’re greeted with a full-width hero banner showcasing their latest products or seasonal promotions. The banner is not just eye-catching but functional, with clear, enticing call-to-action (CTA) buttons like “Shop Now” or “Discover More.” This visual design strategy immediately draws the visitor’s attention and directs them towards taking action.

    Scrolling down, the homepage features a series of visually appealing sections, each highlighting different product categories, such as reusable cups, bottles, and accessories.

    Best seller

    Each section uses high-quality product images, vibrant colors, and minimalistic text to keep the focus on the products themselves. This layout is not only aesthetically pleasing but also helps in reducing cognitive load, making it easy for visitors to quickly understand what’s being offered.

    Frank Green also utilizes social proof effectively on their homepage. Customer testimonials and user-generated content are prominently featured, building trust and credibility with new visitors. By showcasing real customers enjoying their products, Frank Green reinforces the quality and popularity of their brand.

    Menu Navigation

    Menu Navigation
    Menu Navigation

    Navigating the Frank Green website is a breeze, thanks to its intuitive menu design. The main navigation bar, which stays fixed at the top of the page as you scroll, features clear categories like “Shop,” “Read,” “Frank Friends,” and “Wholesale.” This sticky navigation ensures that users can quickly access different sections of the site without having to scroll back up, enhancing the overall user experience.

    The “Shop” dropdown menu is particularly well-organized, categorizing products by type (e.g., Cups, Bottles, Accessories) and collections (e.g., Limited Edition, Personalised). This logical structure makes it easy for users to find exactly what they’re looking for, whether it’s a specific product or a particular collection. A search bar is also conveniently located within the menu, allowing users to quickly find products by name or keyword, further improving site usability.

    Shop All Category Page + Filtering Systems

    Frank Green Shop All Page
    Frank Green Shop All Page

    Frank Green’s “Shop All” category page is a masterclass in simplicity and functionality. The page displays a grid of product images, each accompanied by the product name and price, creating a clean and organized layout. The use of white space around each product keeps the page from feeling cluttered, ensuring that users can easily browse through the offerings.

    One of the standout features of the category page is the filtering system.

    Filter img

    Users can filter products by various criteria, such as color, size, material, and collection. This robust filtering system helps users quickly narrow down their options based on their preferences, making the shopping experience more efficient and enjoyable. Additionally, a sorting option allows users to arrange products by price, popularity, or new arrivals, giving them more control over their browsing experience.

    Product Page

    Ceramic Reusable bottle

    Frank Green’s product pages are designed to provide all the information a customer might need while maintaining a clean, visually appealing layout. Each product page features a large, high-resolution image carousel that allows users to see the product from multiple angles, enhancing the visual appeal and giving users a better understanding of what they are purchasing.

    The product description is detailed yet concise, outlining the key features and benefits of the product. Below the description, Frank Green includes additional information such as Shipping & Delivery, Warranty, and Returns. This information is vital for those considering purchasing from the site.

    To improve the product page slightly, I’d like Frank Green add additional sections of information surrounding Care Instructions, Sustainability Credentials, and other eco-conscious information for consumers who want to know exactly what they are buying and its environmental impact.

    Social proof is also leveraged on the product page through customer reviews and ratings. Displaying these reviews directly on the product page helps to reassure potential buyers about the quality of the product, reducing purchase hesitation. The option to personalize products, such as adding a name or choosing a custom color, is seamlessly integrated into the product page, enhancing the user experience by allowing customization directly from the product view.

    Cart Checkout

    Checkout cart
    Frank Green Checkout Page

    Frank Green has streamlined their cart and checkout process to minimize friction and encourage conversions. Once a product is added to the cart, a mini-cart overlay appears, giving users a quick view of their selected items and the option to proceed to checkout or continue shopping. This subtle, non-intrusive design keeps users engaged without disrupting their browsing experience.

    My bag img

    The checkout process itself is straightforward and user-friendly. Frank Green employs a one-page checkout system that allows users to enter their shipping, billing, and payment information on a single page. This reduces the number of steps required to complete a purchase, helping to lower cart abandonment rates. Multiple payment options, including credit cards, PayPal, and other popular methods, cater to a broad range of customer preferences, making the purchase process more accessible.

    Throughout the checkout process, Frank Green reassures users with trust signals, such as secure payment icons and money-back guarantees. These elements help to build confidence in the brand, encouraging users to complete their purchase without second-guessing their decision.

    Conclusion

    Frank Green has undoubtedly established itself as a household name through its innovative and impactful marketing efforts. With a well-rounded omnichannel marketing approach, Frank Green has transformed from a simple idea into a global brand generating $29 million annually in sales.

    At the heart of their success is a product designed to solve a real-world problem. By weaving this solution into their brand philosophy, Frank Green has cultivated a loyal following of eco-conscious customers committed to supporting the brand for years to come.

    Their paid and organic social media strategies consistently reinforce their core message: contributing to the reduction of plastic waste. This alignment between brand values and marketing messaging has been key to their success, creating a strong connection with their audience and driving engagement across multiple platforms.

    Frank Green’s strategic approach offers valuable lessons for businesses of all sizes. By staying true to their brand values and creatively engaging with their target audience, they have set a standard for impactful marketing.

    I hope this case study has provided valuable insights that you can apply to your own business and marketing efforts. If you’d like our team to analyze your marketing strategies with the same level of detail, please book a 30-minute strategy session. We’ll uncover actionable insights to enhance your campaign performance and drive your business growth.

    (Book Free Strategy Session)

    Written By – Nikolas Jamieson

    nik

    Digital Growth Strategist

     

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