Do missions like quizzes to learn more, surveys to give feedback and also share content and offers with friends, if you find it useful. All voluntary.
Get points for doing missions. More involved the mission, higher the amount of points you get. It is a quid pro quo. No free lunches.
Redeem points for some guaranteed rewards like samples, coupons. Additionally, top performers can win rewards like featuring on brand ads or visiting the brand lab or factory.