While having a superstar founder like Scarlett Johansson brought immense attention to the brand on social media, The Outset lacked the tools to harness this fandom toward sales growth. The Outset aimed to cultivate a community that not only strengthened their relationship with fans but also generated cost-efficient UGC and incentivized repeat purchases.
The Outset used TYB to implement a play-to-earn strategy that directed & channeled fan energy in an impactful way for sales. Within their custom “third space” on TYB, the Skinsiders were prompted to complete challenges, connect in chat, provide feedback and attend events. For every completion, Skinsiders earned rewards. The Outset didn’t stop there, TYB’s leaderboard allowed the brand to recognize & celebrate Skinsiders with outsized participation. Scarlett was able to create a short video thanking leaders, which encouraged the entire community to continue participating.
The Outset used TYB to implement a play-to-earn strategy that directed & channeled fan energy in an impactful way for sales. Within their custom “third space” on TYB, the Skinsiders were prompted to complete challenges, connect in chat, provide feedback and attend events. For every completion, Skinsiders earned rewards. The Outset didn’t stop there, TYB’s leaderboard allowed the brand to recognize & celebrate Skinsiders with outsized participation. Scarlett was able to create a short video thanking leaders, which encouraged the entire community to continue participating.
The Outset was able to take ownership over their relationship with Scarlett Johansson's fandom & direct their enthusiasm into taking brand accretive actions, including cost-efficient, product-based UGC creation (versus paid ads) and qualitative research to incentivize repeat purchases.
They see a 75% challenge completion rate which is converting into higher spend with the brand, with community members having a 25% higher LTV than non-community members.
