For our Valentine’s Day campaign which was our biggest launch of Q1 2023, I wanted to create a viral moment across our social channels to last the entire month of February. I reached out to 100 customers and supporters (both international and domestic) of SKIMS to gift them a Valentine’s PR Box as gratitude for consistently supporting our brand.

I sourced followers of the brand who consistently posted and tagged our products, I also worked with our E-Commerce team to receive analytics on the top 20 customers from our website and included them in the initiative as well. Along with the 100 total supporters I selected, I also worked with our Influencer Marketing team to select 100 micro and macro influencers to receive the PR Box as well for a total of 200 PR boxes. 

The initiative went viral across Tik Tok with videos collectively reaching 7+ million views on Tik Tok with a 5% growth rate. I saw a unique opportunity to utilize the new and emerging Tik Tok  platform to well establish our brand and gain an authentic audience while demonstrating the importance of fostering our community. More so, I aimed to showcase that everyone has an equal opportunity to collaborate with brand such as SKIMS .