THE CAMPAIGN

I spearheaded a community-focused gifting initiative for SKIMS with remarkable results during our Valentine’s Day campaign, marking our biggest launch of Q1 2023. To create a lasting viral moment throughout February, I personally selected 100 dedicated customers and supporters, both domestically and internationally, to receive a special Valentine’s PR Box as a token of our appreciation for their steadfast loyalty to our brand.

In identifying recipients, I targeted individuals who consistently showcased and tagged SKIMS products on social media, while also leveraging analytics from our E-Commerce team to include the top 20 customers from our website. Additionally, I collaborated with our Influencer Marketing team to extend the gesture to 100 micro and macro influencers, totaling 200 PR boxes distributed.

The initiative gained significant traction on TikTok, with collective video views exceeding 7+ million and boasting over a 5% growth rate. Recognizing the immense potential of TikTok, I strategically utilized the platform to further solidify our brand presence and cultivate an authentic community engagement. Moreover, I aimed to underscore the inclusivity of collaborating with a brand like SKIMS, emphasizing that everyone has an equal opportunity to be part of our community.