SKIMS VALENTINE’S DAY
To amplify visibility and drive meaningful growth across social, I led a community-driven gifting initiative tied to the launch of our Valentine’s Day Collection, which became one of our biggest campaigns of Q1 2023.
MY APPROACH
With the goal of creating a viral, feel-good moment throughout February, I sourced (and surprised) 100 loyal SKIMS customers and supporters (both U.S. and international) with a curated Valentine’s Day PR box. These were individuals who had consistently tagged and celebrated SKIMS across their own platforms. I also partnered with our E-Commerce team to include our top 20 shoppers based on purchase behavior and collaborated with Influencer Marketing to gift 100 additional boxes to both micro and macro influencers, bringing the total to 200.
THE RESULT
The campaign resonated deeply across platforms, especially on TikTok, where user-generated unboxings and reactions drove over 7M+ collective video views and resulted in a 5%+ follower growth during the campaign window. Beyond the numbers, this initiative reinforced our brand’s commitment to inclusivity, allowing our community to feel seen and valued.