Real Techniques
The Ask:
We needed to transform Real Techniques, a small makeup brush brand from Gurnee, IL, into an international brand.
The Goal:
The power of a brush: transforming makeup routines by bringing professional makeup artistry to the masses.
The Strategic Insight:
One of the most important things behind makeup artistry is using the right tools, and for many women, they’re not quite sure where to start. The majority have grown up using triangle wedges, eye applicators, and even their fingers to apply makeup. To really drive home this message — we challenged our audience to imagine their life without other tools...would you cut a cake with your hand? Then why apply your makeup without tools? With this insight we built a 30 second advertisement, titled, "Without Tools" to illustrate the power of a simple brush. For every new product, we built a specific creative brief and launched a new digital campaign via email, their website, and social channels like Snapchat and Instagram to boost sales and engagement for the product -- such as the brush featured here -- PowderBleu. 24 hours after launch of this brush, 53% of the inventory was sold out!
The Results:
Overall, we relied on social media like Instagram to connect with our target and showing them the gorgeous brushes and tutorials they craved. We also built a 30 second specific advertisement to showcase the power of the brushes to transform your makeup routine -- which propelled sales, community size and fan engagement. We built expert-level makeup tutorials, educational blogs and social posts in quarterly content calendars to resonate with the community of aspiring makeup artists looking to improve their own skills. This digital content is what elevates Real Techniques from a simple makeup brush to a tool coveted by makeup mavens worldwide.
After 3+ years of working with this client, it has a cult-like following rivaling powerhouse beauty brands from New York and Paris. Within just the first year of deploying our brand strategy and new creative, there was a 230% increase in engagement, and a 990% increase in Click Through Rate in paid Facebook ads. Overall, there has been a 1,438% increase in content engagement in the last three years.
