By uniting retail shoppers and Drew Barrymore fans in one owned channel, Beautiful by Drew turned fragmented audiences into an engaged community of brand advocates, gaining direct insight into their interests and behaviors and the ability to deliver more relevant experiences that drive loyalty, retention, and growth.
Community members engaged
Challenge responses
Users made a purchase to be able to enter the NYC Drew Trip giveaway
Beautiful by Drew wanted to build a more connected community ecosystem that could turn their social followers and retail customers into active brand advocates and loyal fans. Additionally, the brand’s founder, Drew Barrymore wanted to connect with her fans more deeply and get their feedback on futures products. Because the brand did not have a dedicated DTC channel, its audience was largely spread out between Walmart shoppers, Drew Barrymore fans, and consumers discovering the brand on social. Beautiful by Drew wanted to explore ways to drive more fan participation through rewards, gifting, UGC, and affiliate-style content.
Beautiful by Drew joined TYB and created a more interactive and rewarding community experience, anchored by product gifting, high-value rewards, and consistent social amplification. The brand heavily leveraged Beautiful by Drew products as incentives, encouraging members to participate, earn coins, and stay engaged over time. The team saw an opportunity to use TYB as an owned community channel to deepen engagement, increase LTV and create more organic advocacy around the brand and product assortment.
Beautiful by Drew scaled its TYB community to nearly 14K members in just six months, sustaining 60% member engagement from its TYB community. Campaign series’ including tickets to the Drew Barrymore Show, an NYC trip giveaway, an NYC baking class and Creator Program achieved over 2K submissions with fans responding to challenges. With TYB, Beautiful by Drew transformed its audience into an active community that continues to participate, share feedback, create content, and engage in meaningful brand moments. The community has helped fuel organic reach through UGC and word-of-mouth advocacy without requiring incremental paid media spend. Through exclusive access, creative challenges, and rewards, members have become active collaborators in the brand, showing how Beautiful by Drew products live in their real worlds. TYB has helped Beautiful by Drew move beyond retail discovery and build a community of advocates who continue to engage, create, and champion the brand long term.
