Challenge & strategy
Real Techniques became a sensation when it launched the iconic orange sponge in 2011 using social media as a major marketing tool to make an impact. Real Techniques emerged as a brand in the market which provides a professional quality make-up tool on the high street without a hefty price tag.
Since then, the market has been flooded with dupe make-up tools of varying price points and quality. This competition began to effect Real Techniques’ sales across some of its biggest retailers, including Boots and Superdrug. It needed to hold and grow market share, preventing losses and ensuring it remained the make-up tool of choice for beauty lovers across the UK.
To do this the beauty brand needed to target two key areas with its media choices: brand awareness and consideration. We know fame building campaigns drive higher brand awareness, and subsequently sales, than any other. It was therefore key to have a disruptive campaign to stand out in a saturated market and position the make-up tool in its consumers’ minds as being as important as the make-up itself. As a social loving audience (typically women aged 18-34), social media, experiential and influencer activity was crucial.
