User Generated Content Is King

  • Increase in social audience
  • Increase in social engagement
  • Increase in email revenue
Real Techniques® originally established itself with help from YouTube stars and professional makeup artists Sam and Nic Chapman (Pixiwoo) who helped pioneer the brand’s social presence. But in order to grow further, we needed to leverage Real Techniques®’ willingness to focus on their passionate community. By adding meaningful, user-centric content alongside the Chapmans, we knew there was ample opportunity for the community to blossom.

The Idea

This time, the big idea was more like “the big strategy.” We listened to our audience, and with the help of Sam and Nic, gave them what they were asking for: the photos they wanted to see, the looks they wanted to learn, the tips they needed, and answers to the questions they asked. We even went behind-the-scenes to surprise and delight super fans and other influencers who then created additional content on their own channels.

How it Worked

By gathering insights about our community, providing the right information on the right channels at the right time, and elevating user-generated content, we helped Real Techniques® build trust and establish a core audience that has become our biggest group of brand advocates. Early measurables showed a trend in the right direction. In the first year of working together, Real Techniques® saw:

  • 230% increase in engagement
  • 990% increase in Click Through Rate in paid Facebook ads