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Be Comfortable in Your Own SKIMS

a group project by Lexi Skipper, Alexis Gershuny, Emma Donato, Isabel Ferrand, and Riley Balazic

Social Media Management Campaign-

Women’s History Month

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Agenda

Research and Audits
Campaign and Idea
Goals and Objectives
Target Audience
Content and Channel Strategy
Influencer Recommendation
Evaluation

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Key Findings:

Content Audit

#2 Performing:

TIKTOK

Top performing platform:

INSTAGRAM

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Key Findings:

Audience Audit

Target Audience: Women 16+

SimilarWeb Audience Analysis:

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SimilarWeb Analytics

Sentiment: Positive

Next, here are key findings from the audience audit. We’ll start with this chart from SimilarWeb, an analytics platform that has been a vital component to our campaign idea and research in many ways. In this section of their analysis, SimilarWeb provides us with the key places that SKIMS is being talked about. It’s no surprise that these discussions are mainly found under beauty, fashion, and media topics since it is a clothing brand run by Kim Kardashian who is a celebrity involved in those industries! Additionally, we have found that most sentiment surrounding the brand such as comments on posts and discussions is positive. Of course when working with celebrities there is bound to be some negativity, but as a whole for SKIMS the talk is positive. Finally, we have found that the target audience is women over 16 years of age. This may seem broad, but SKIMS’ mission is to be a place for any women of any size, shape, color, etc to enjoy their product.

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Key Findings:

Competitor Audit

Top Competitors: Spanx and HoneyLove

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Fin Vs. Fin Comparison

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“Be Comfortable in Your Own SKIMS”: a Women’s History Month campaign

Promote the brand and its products by celebrating its mission and purpose

Heavy focus on Instagram and TikTok

Post videos, pictures, and stories that feature impactful women from various backgrounds

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Campaign Opportunity and Idea

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Goals & Objectives

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The main goal of this campaign is to increase SKIMS’ positive brand image through a series of social media posts showcasing Women’s History Month. This goal is in an effort to increase engagement, build customer loyalty, and turnover more sales.

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Goals

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SMART Objectives

SMART Objective #1:

Is to to increase Instagram engagement by 7% by April 31st through the promotion of products during Women’s History Month.

SMART Objective #2:

Is to boost sales and bring in a total of $100,000 by April 31st.

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There are two SMART objectives that have been created to ensure SKIMS is reaching its goal as a company. The first objective is to increase Instagram engagement by 7% by April 31st through the promotion of products during Women’s History Month. In particular, since Instagram is the social media platform with the largest engagement already, this space is where we believe the campaign will thrive most. Additionally, the second objective is to boost sales and bring in a total of $100,000 by April 31st. During the limited edition collaboration with Fendi, SKIMS brought in over $3M in sales during the first 10 months (Pantony, 2021). Because of this data, the 100K is a realistic goal. The Women’s History Campaign is likely to gain attention because it is a month all about empowering women, and many people (not just women!) will be looking for ways that they can celebrate this month. To measure engagement, the company will track how engagement is increasing throughout the months. The hopes of the campaign are to make SKIMS products more well-known and motivate people to support the company.

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Target Audience

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Millennials, Gen Z & generations before

Women aged 16 + are the target audience for our campaign.

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Content and Channel Strategy

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Content Strategy

Mix of both video and photo content

Content features powerful women from various industries

Content will share stories and experiences of these women

Content goal is to inspire SKIMS’ target audience as well as potential new customers

Want to spread the message that SKIMS products can be worn by all and help to empower young females

When building the content strategy, we wanted to ensure that all of the content aligns with both the goals of the campaign as well as the type of content that SKIMS typically posts. The content is going to consist of both photos and videos. These different media will feature powerful women from all different industries modeling in their SKIMs as well as sharing their stories and experiences in life. The goal is to inspire the target audience and demonstrate how successful women feel empowered when wearing SKIMS. When you are wearing clothes that make you feel good, women can accomplish absolutely anything. The content will feature a mix of women with a mix of video features and photo shoots. The content is going to be carefully crafted in order to be both educational to the audience as well as create a feeling of connection to the consumer in an effort to increase both engagement and sales.

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Content Inspiration

“Be Comfortable in your own SKIMS”

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Content Calendar

3/1/22: Introduction video to the campaign
3/2/22: Picture of all of the women at a photoshoot
3/4/22: Kris Jenner Feature: “More than a mom, a businesswoman”
3/7/22: Ashley Graham Feature: “Beauty Beyond Size”
3/8/22: TikTok influencer Nabela
3/11/22: Nurse feature
3/15/22: Reshma Saujani feature: “Girls who Code”
3/21: Lizzo feature
3/22/22: TikTok influencer Maia Knight
3/28/22: Serena and Venus Williams feature
3/29/22: TikTok Teacher: Dani Darling

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Channel Strategy

Campaign will be featured on Instagram, Tiktok, Facebook, and Twitter

The main platform will be Instagram with in-feed posts, stories, and reels

TikToks will feature influencers talking about their favorite products, what they love about SKIMS’ and why the campaign is important to them

Content on Instagram will be repurposed for Facebook

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Tags for SKIMS products during Women’s History Month

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Instagram:

Paid Carousel Ad

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Mockups

Posts on Instagram will feature photos of each woman in her favorite SKIMS pieces and a story/quote

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Mockups

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Mockups: Campaign Introduction Video

Video of all of the women who are part of the campaign together modeling at a photoshoot

Clips of models in their profession as well as modeling videos. Voice overlays of them talking

Interviews with some of the women discussing the campaign

These features will be intertwined into an aesthetic montage

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Influencer Recommendation

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SKIMS & Influencers

SKIMS features many influencers on TikTok trying on the products.
Most are with no talking and just songs in the background
This can evolve to PR unboxings with the influencers where they can share their opinions.

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Remi Bader

Body Positive social media influencer
2.1 million followers on TikTok & 416K followers on Instagram
Has reviewed SKIMS in the past
Can post reviews for the Women’s History Month collection on her social media platforms

One influencers SKIMS can partner with is Remi Bader. With her quick rise to social media fame, Remi Bader has become known for her funny personality, try-on clothing reviews and body positivity. She is a hard working women that supports and empowers other women, making her perfect to partner on this campaign as well as becoming a perfect influencer for SKIMS. She has reviewed SKIMS in the past with genuine positive reactions. With 2.1 million followers on TikTok and 416 thousand followers on Instagram, she can reach a large audience where she can speak on “What Makes Her Comfortable in Her Own SKIMS.”The way to measure the success of this partnership is by tracking the amount of views and likes her posts have. Monitoring the responses in the comments will assist in deeming if the partnership was successful as well.

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Evaluation

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“Be Comfortable in Your Own SKIMS,” is something that SKIMS wants to transcend and be represented throughout people’s daily lives.
On the forefront, SKIMS wants build a long lasting relationship with customers.

SKIMS wants to cater to customers new and old to keep them as part of the SKIMS audience.

Monitoring engagement levels, sales revenue and customer loyalty are the main areas of evaluation for this campaign.

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Questions & Concerns

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References

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References

Login • instagram. (n.d.). Retrieved April 24, 2022, from https://www.instagram.com/SKIMS/

Pantony, A. (2021, April 6). Kim Kardashian's underwear brand skims is now worth $3.2 billion. Glamour UK. Retrieved April 24, 2022, from https://www.glamourmagazine.co.uk/article/kim-kardashian-billionaire

Remi Jo (@remibader) official tiktok: Watch Remi Jo's newest TikTok videos. TikTok. (n.d.). Retrieved from https://www.tiktok.com/@remibader?lang=en

SKIMS. (2022, September 7). Terms of service. SKIMS. Retrieved April 24, 2022, from https://skims.com/pages/terms

Skims (@skims) official TikTok: Watch Skims's newest TikTok videos. TikTok. (n.d.). Retrieved from https://www.tiktok.com/@skims?lang=en