Which innovative brand strategy did NASA implement in 2015 to dramatically increase public engagement with astronomy?

NASA has become one of the most recognizable scientific brands in the world, with merchandise, partnerships, and public engagement strategies that rival commercial enterprises. Their brand strategy has evolved significantly over decades, balancing scientific communication with public interest. How well do you know NASA's approach to marketing space science and astronomy to the public?

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The 'NASA Social' program that transforms regular social media users into space ambassadors with behind-the-scenes access
The 'Astronomy Store' retail chain selling NASA-branded telescopes and equipment in major shopping malls
The 'Celebrity Space Explorer' program featuring Hollywood actors trained to explain astronomical discoveries
The 'Universe in Your Pocket' subscription box delivering monthly space artifacts and memorabilia