Real Techniques new Bold Metals collection: Social Media Monitoring 1

INTRODUCTION

The majority of present companies and brands start with their business or production first and then join social media. But now it is possible to do visa versa. This was a road map for Real Techniques. Real Techniques is a company which main product is brushes. As the company claims their brushes combine high-tech materials with innovative design. Its creators started with social network and only then came up with the idea of creating their own product. Above all things sisters wanted to help those women who are not quite sure where to start to easily choose right tools for doing their makeup.

HISTORY

Two persons who stand behind Real Techniques brand are sisters Samantha and Nicola Chapman. They grew up surrounded by makeup as their aunt was a top makeup artist in London, working with clients like David Bowie and Princess Diana. Their mum was makeup-involved too and promoted girls love for makeup. Sam and Nic chose makeup artistry was as their career path.The older sister Sam attended school for professional makeup artistry and worked on counters in London and started her career as a freelance artist. She worked with brands like MAC, Estee Lauder, and Chanel. Nic was following a similar path. Over time they both had built a reputation in the industry as respected makeup artists.By chance a YouTube channel Pixiwoo was created and latter in 2010 when it had reached around 30,000 subscribers, the idea behind Real Techniques began to formulate. The Real Techniques brush collection was launched in 2011. Brush quality was paired with professional, interesting and fun education from Sam and Nic. The launch was a success.Today the brand is presented in the US, UK and around the world. 

MARKETING CAMPAIGN 

This January about 8 weeks ago Real Techniques launched a new product - Bold Metals collection which is a new permanent Spring 2015 Collection of brushes featuring fiber bristles and a new gorgeous precious metal colors. The new line of luxury metal brushes was at first available on the company's website and exclusively at Ulta.

SOCIAL MEDIA OVERVIEW

Website

The company's website was launched in 2011 is very easy to use.There is a link to the blog page right next to the new product campaign page and videos collection. It almost calls customers to take part in discussions and leave their feedback, and also provides easy excess to the new product which is being actively mentioned in social media now.

The website is mainly devoted to products and, first of all, it is an on-line shop. 

There are almost no comments on the blog page of the site. I think because that the same posts are on their Facebook page and it is more convenient to use for commenting.

Videos collection has a very convenient feature - all videos have direct links to products used in them.

YouTube

Pixiwoo channel:

Subscribers: 1,784,146
Views: 222,442,991

Realtechniques channel:

Subscribers: 165,853 
Views: 7,477,496
In 2008 Sam started a YouTube channel called Pixiwoo. At the time she was pregnant and had moved to her hometown of Norwich to raise her daughters. When a friend asked how to get a smoky eye, the first Pixiwoo video was created. The channel had been becoming popular and people began request specific medias. Sam and Nic began to collaborate. They were pioneers of a new platform of makeup artistry.

In 2011 they started a channel specially for their product line, unlike Pixiwoo this channel features only videos with Real Techniques products.

Both channels have very positive feedback from the viewers.

YouTube is also the place where people tend to leave their complaints and Real Techniques answers them:

Facebook

Likes: 280,763
The page was started in 2011 with the launching of the product and is still one of the most popular places among many social media users. Facebook page is actively using groundswell engagement inviting people to discussions and asking for their opinion.

Twitter

Tweets: 16.8K
Following: 549
Followers: 58.3K
Favorites: 3,178
Real Techniques Twitter page is not very popular comparing to Instagram. Because clearly there is more to show then to tell about something like makeup brushes. The company use to announce about upcoming events, engage people in conversations asking them basic questions and tell them when a new video is uploaded on their YouTube channel. 

Instagram

Posts: 343
Followers: 208K
Following: 252
Instagram is one of the most popular company's social media page along with Facebook. It is very visual and gives a good perception on the products and campaigns.I like the fact that it contains both professional and day-to-day photosю But it is still very professional creating a main focus on their products.

Pinterest

Boards: 20
Pins: 443
Followers: 3,975
Following: 83
Real Techniques pinterest page has boards devoted to different topics, such as: our brushes, storage solutions, how to: contouring, runway to real etc.

Google+

Followers: 1,534
Views: 580,085
Probably the least popular company's social media page. It has mainly reposts from YouTube and links to their website. You can notice that some of the pictures look like they've been taken from the magazine (the ones with products and numbers next to them), that is probably because right now sisters are working on their digital magazine.

CURRENT METRICS

GoogleTrends

IceRocket

SocialMention

The new campaign also influenced the company's website popularity and increased the number visitors.

Compete

CONCLUSION

As you can see from above charts Bold Metals collection is quite popular. It is being very actively discussed on social media websites. This of no surprise, this is the second brush line by Real Techniques. People wanted something new and exciting since the first brush entered the market in 2011. The main and most important product feature - quality is still the same and even better, and of course company still uses high-tech materials. The new design is more slick and luxurious and very different from the old one.