Before TYB, SET could not reward customers based on engagement or status at scale: perks were tied only to transactions, and engaging top fans required manual email segmentation.

With its lucrative drop-based model, SET needed a reliable way to build early excitement and reward customers based on their level of brand fandom.

Without an owned community channel, SET couldn’t create differentiated early-access moments or sustain launch momentum, especially as algorithm changes made social audience reach unpredictable.

SET launched TYB to create “proof of fan,” where engagement and rewards are based on the customers’ status.

At TYB, fandom not only includes purchases, but also completing challenges, or prompts that require an action, to help the brand grow.

SET increases anticipation  for each collection by giving its most engaged members early access to drops. To qualify for this access, their community completes challenges like sharing on social or completing quizzes that help grow the brand.

Engagement on TYB increases a member’s status, and higher status unlocks better perks. By bringing personalized engagement and rewards into an owned community channel, SET can now activate its most influential customers, and turn them into a compounding growth channel increasing both sales and margin.

Learn more about Set's growth in their Forbes Feature ↗

By giving TYB members early access to every drop, SET saw monthly engagement grow by 41%, directly driving a 73% lift in LTV among community members compared to non-members.

With TYB’s fan levels, SET could monitor real engagement and reliably activate its highest-status members ahead of launches- turning status into early access and early access into predictable revenue.

During SET’s recent archive sale, their TYB community contributed: $1M in sales within the first hour of a launch.

Now with over 100,000 community members, who are automatically integrated across their email and SMS CRM, SET continues to drive sales by rewarding their biggest fans through TYB.