TYB Launch Strategy for Neutrogena
TYB is a play-to-earn community management platform that allows brands to directly connect with, engage and reward fans for taking valuable actions. Community members can earn rewards like exclusive merchandise and PR boxes for completing interactive challenges from brands such as answering prompts, sharing feedback, uploading content and much more.overview
Spearhead TYB strategy and launch execution by building account infrastructure, monthly content calendars, community challenges, approval workflows and launch deliverables to ensure a seamless go-live and sustained engagement through YTG 2025 and Q1 2026.ask
Establish Club Neutrogena, an owned community that gamifies engagement and drives brand loyalty, generating over 15K community members, 35% month-over-month growth, 782.2K challenge completions and a 63% engagement rate in the first five months of launch.idea
my role
Marketing Contractor, U.S. Neutrogena MegabrandEstablish tiered collectible names to incentivize user engagement and support the platform’s gamificiation model.
account infrastructure
Club Neutrogena Bronze
Club Neutrogena Silver
Club Neutrogena GoldLeverage TYB’s loyal fanbase and dynamic online presence to playfully tease Neutrogena’s upcoming launch.
launch tease
This soft launch will be executed through two primary touchpoints:Create a teaser challenge for TYB’s community of 382.3K members that hints at and builds excitement for Neutrogena’s upcoming TYB launch.TYB teaser challenge
Ideate a teaser post for TYB’s Instagram audience of 30.6K followers that gives clues and prompts users to guess the next beauty brand joining the platform.soft launch instagram post
monthly content calendar development
Curate an array of content themes to fuel consistent community engagement and show up on TYB in a relevant, always-on manner.
Challenges that can be leveraged any time of the year to support priority SKUs, tap into everyday lifestyle moments and sustain momentum.Evergreen engagement
Challenges that tap into seasons, holidays and trending pop culture moments to humanize the brand and come off as culturally in-sync.timely cultural moments
Challenges that build awareness and strengthen early adoption for new products by pushing users to try, review and share.npi launch support
Develop copy for interactive community challenges and series that align with Neutrogena’s overall marketing strategy.
community challenges
Launch Day Carrot Challenge
Fall Evergreen Challenge
Q4 Tentpole Challenge
NPI Challenge SeriesUtilize existing owned social channels to bring visibility to Neutrogena’s TYB launch and incentivize users to join Club Neutrogena.
owned social strategy
This initiative will be executed through two primary pushes:launch day post
Clearly outline and celebrate Neutrogena's TYB launch, educating users on TYB and highlighting the perks of joining Club Neutrogena.launch week giveaway post
Leverage the popularity of Tate McRae, Neutrogena’s global brand ambassador, to drive early community enrollment by coordinating a signed-merch giveaway open to users who join Club Neutrogena within the first week of launch.