REAL TECHNIQUES / PRODUCT LAUNCH
EXPOSING EVERY EDGE
To help announce their expanded line of makeup sponges, Real Techniques tapped our team at Laughlin Constable to develop a campaign that excited our community and supported in-store sales. After building three concepts, the brand selected “Show your Edge,” to highlight how Miracle Complexion sponges helped you create any look.
The campaign garnered over 11.5M total impressions, and contributed to 2017 growth, including +40% in community, +62% in engagement, and +27% in loyalty. Additionally, Real Techniques permanently adopted the photo style we set in this campaign to be used in their social channels moving forward.
Role:
Content Strategy
Copywriting
Creative Direction
Video Direction
Our 2017 strategy was to bolster the credibility of the “Real Techniques” brand by providing our community with an expert-level beauty education.
When it came to this particular makeup sponge launch, we saw a clear opportunity to lean into providing that higher level of #Edgeucation (yes, we went there) our community craved, understanding their core desire was to position themselves as beauty experts, trendsetters and influencers within the industry.
To do this, we paired a bold visual approach with copy that highlighted how the Miracle sponges were specially designed to help them create any and every look they could imagine, thanks to their one-of-a-kind edges (something tear-drop-shaped competitors, like BeautyBlender, couldn’t claim).
As the brand’s AOR, our team built out all extensions of the campaign. This included developing launch-specific content, giveaways, and activations that fit into our existing annual calendar (think: “Easter egg” hunt), in addition to designing a toolkit for global retail partners, BootsUK and Ulta.
Beyond retailer and social support, our team designed the landing page and emails, in addition to working with Sam & Nic (influencer duo signed to Real Techniques) to create video content for the launch, which we leveraged across channels.
Team
Art Director: Liz Arezina
Content Strategist: Erin Gibbon
Lead Social Strategist: Maggie Avram
Featured Work
Community Management: Maura Quinn
Account: Emily Janowski