Thursday, July 18th

Skims's $750M Influencer Marketing Strategy

Hey, marketers & entrepreneurs,

A warm welcome to our 542new subscribers.

You’re joining a growing community of 11,670 active readers.

This week, it’s a special edition -

We’ll go in-depth and study SKIMS Influencer Program ;

And learn how they achieved:

  • 5.8 billion views on TikTok

  • $750M in sales in 2024

  • 69,000 creator mentions

Ready? Let’s copy & paste their top-secret strategy for your brand👇

Estimated read time: 3 minutes or less

🤯 SKIMS: a $750M Success

In 2022, SKIMS reached $500M in sales.

In 2023, they hit $750M in sales.

And, today, SKIMS is valued at a cool $4 billion.

Crazy, isn’t it?

If you’re wondering…how did they do it?

We sneaked into their top-secret strategy and found it.

The answer is simple yet strange!

And today, I’m revealing it to you.

And, not only that…

If you stick with me till the end, then I will share how you can build an army of influencers for your brand in no time.

Now, without wasting any time, let’s dive in…

SKIMS has grown its brand with the power of influencer marketing.

They have used influencers for literally everything.

From paid ads to event marketing and UGC.

They have nailed it down to the core.

To Summarize:

They used 3 clever influencer marketing tactics to make it happen & scale like crazy.

Here’s what I found out 👇

1) Establish an influencer program

*This was the most crucial part of their crazy growth.

Using other influencers’ audiences to their advantage.

It helped them stay in front of their target audience and create FOMO in them.

And, not just that…

When other influencers saw that other influencers were promoting SKIMS…

They also wanted to do the same due to social proof and FOMO.

And, it brought over 69K creator mentions on Instagram, TikTok and YouTube.

Here’s exactly what they did to make it happen…

1️⃣ They launched their influencer program with an application on their website and let influencers come to them.

2️⃣ They work with the same influencers repetitively

(This creates trust & brand image among their followers.)

3️⃣ They diversified their influencer strategy…

They didn’t only work with big influencers, but they also…

Worked with nano & micro-influencers.

⚠️ IMPORTANT: Structure is everything. Influencer Marketing needs to be considered a proper marketing channel.

If you think this was good enough, then what they did next will shock you!

2) Reactive Marketing

Even after onboarding thousands of influencers…

They didn’t stop there.

They went ahead and brought big names to promote and create more hype for their brand.

It’s called ambassadorship.

But they did it differently than other brands.

How?

Marketing is all about controversy, hype, and FOMO.

And, they did precisely the same by riding along the trends…

For example:

They partnered up with Nicola Coughlan from “Bridgerton”

…just before the new season release on Netflix.

Then, Usher during the Super Bowl,

And Jude Bellingham before Euro 2024.

They also expanded their product lines through diversification.

You won’t believe this, BUT currently, men make up 32.4% of SKIMS mentions and 25% of the website traffic, proving the success of this diversification strategy.

Finally, expanding its consumer base by entering the $5.7 billion men’s underwear market.

With partnerships with the NBA, WNBA, and USA Basketball, SKIMS is making inroads into men’s clothing.

Now, every brand can’t hire big shots.

Because it cost some dough!

And, for that reason, they did something insane that most brands don’t even think about.

And, that’s where we move on to the next strategy…

3) Collaborating with other brands

SKIMS's main goal is to reach all of its target audience, no matter where they are.

Whether it’s influencers or other brands.

So, in order to enter a new market without much challenge…

They partnered with Swarovski and Fendi to introduce SKIMS to new audiences.

Worth it?

YES - For ex. 8% of SKIMS followers also follow Fendi on Instagram.

In my opinion, this is one of the best strategies that any small or mid-size brand can use.

At this point, you might be thinking…

“It cool to learn about these strategies but SKIMS’s founder…

Kim Kardashian is a mega influencer herself.

She can get any amount of influencers or brands to promote SKIMS.

But, how can I do it?

You shared the strategy but how can I use these for my brand?”

🎯 100 Influencer Challenge

Well, to answer your questions…

I’m organizing the “100 Influencers Challenge”where I will share how you can build an army of influencers for your brand.

It doesn’t matter whether you are a small or big brand.

The strategies that I will share with you during this 4-day challenge are proven to work.

Here’s why👇

I was an agent for several influencers, and I was working with different influencer marketing agencies.

Helping them get at least 50-100 influencers per month for their clients.

And, consulting brands on scaling influencers programs.

I personally worked with 500-1000 creators per month for at least 5-10 brands every single month.

And, now I want to share this with other Ecommerce & DTC brands.

If you want to join the challenge and learn how to do influencer marketing properly…

Then, click here and register for the live “100 Influencer Challenge” for only $7.

I’m not making this newsletter any longer.

Whatever question you might have will be answered on the registration page.

That’s it for today.

Paul

P.S. The “100 Influencers Challenge” starts on 19th Aug, 2024.

But don’t wait around and delay your registration.

Because for the next 7 days, you will be getting early bird access at just $7.

After that, we will increase the price.

So, if you want to grow your brand profitably, you know what to do!

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