As a legacy brand, ChapStick has become a household name. There were so many fans and communities across platforms like Facebook, Reddit, and other niche channels. Their instagram DM's, and even physical mailboxes, were flooded with fan engagement and feedback. The social media team knew they needed a way to unite, engage with and reward these passionate fans!
ChapStick invited members of the various communities to join their official Collectors Club on TYB, rewarding the first 100 members with exclusive gift packs and sticker sets. Through TYB's 3-way chat functionality, community members could engage with each other, share their impressive ChapStick collections and ideas for new flavors. ChapStick keeps the community engaged with fun challenges, asking for UGC of ChapStick in the wild, or community members favorite unexpected ChapStick hack. The more members engage, the higher they are on the learderboard, gaining access to PR boxes each month.
ChapStick invited members of the various communities to join their official Collectors Club on TYB, rewarding the first 100 members with exclusive gift packs and sticker sets. Through TYB's 3-way chat functionality, community members could engage with each other, share their impressive ChapStick collections and ideas for new flavors. ChapStick keeps the community engaged with fun challenges, asking for UGC of ChapStick in the wild, or community members favorite unexpected ChapStick hack. The more members engage, the higher they are on the learderboard, gaining access to PR boxes each month.
"We’re seeing people from the Facebook groups coming and joining the platform and talking about how they love it and how it helps them engage directly with the brand."
Megha Goel
Social Media & Influencer Manager, ChapStick (Suave Brands)
TYB members drove ChapStick’s highest engagement post this year, contributing over 65% of the post’s comments.
The ChapStick Collectors Club on TYB has powered three of its top five posts this year in under a month.
On average, TYB-driven ChapStick IG posts have an 11x increase in engagement compared to posts pre-launch.
