54 Thrones is a clean beauty brand focused on honoring and elevating Africa’s rich beauty traditions. Christina Funke Tegbe founded the brand in 2016, inspired by her Nigerian heritage and the beauty rituals passed down through her family. 54 Thrones launched in Sephora in 2021, and after three years, they understood the deep correlation of site reviews to sales. They tried partnering with a third-party review service to drive testimonials, but results were inauthentic and mediocre. After building the Shae Baes community on TYB in early 2023, 54 Thrones saw the potential to tap their brand super fans to drive authentic customer reviews.

To inspire and incentivize loyal customers to write Sephora reviews, 54 Thrones created a TYB challenge designed to reward reviews on sephora.com. The brand prompted community members to leave a review for any 54 Thrones product on sephora.com, rewarding them with 154 coins. Using TYB’s media upload challenge format, the 54 Thrones team was able to verify review completion using screenshots submitted by the challenge respondents.

54 Thrones’s prompt led to hundreds of rave reviews on sephora.com, across a mix of SKUs. Reviews contained praise like “Never going back to another moisturizer!” and “Where has this body butter been all my life?!” - with one new product selling out due to the increased volume of authentic reviews. With direct access to their most passionate fans, 54 Thrones was able to quickly tap into a customer base that was eager to praise the brand online. For community members, this was a simple way to reap rewards for something they might have done anyway. Using TYB, 54 Thrones created a win-win for themselves and their community.