Jan 23, 2025
15 MIN READ
INFLUENCER MARKETING
INFLUENCER MARKETING
Micro-influencers and the case of SKIMS
Micro-influencers and the case of SKIMS
Micro-influencers and the case of SKIMS
Aishwarya Taskar
Aishwarya Taskar
Aishwarya Taskar
Aishwarya Taskar
Content Marketer @impulze.ai
Sections
Blog in Short ⏱️
Blog in Short ⏱️
A quick glance at the highlights—perfect for when you're short on time.
A quick glance at the highlights—perfect for when you're short on time.
This blog is about how SKIMS used micro-influencers to disrupt the shapewear and loungewear industry and become a $4 billion brand:
Challenge: SKIMS entered a crowded market dominated by legacy brands like Spanx, aiming to reimagine shapewear as empowering, inclusive, and stylish.
Strategy: SKIMS collaborated with micro-influencers (10k–100k followers) to tap into niche audiences and drive authentic conversations. They also worked with macro-influencers and celebrities.
Tactics Used: Partnering with micro-influencers and macro-influencers who embodied the brand’s values, gifting campaigns to showcase genuine experiences, and amplifying user-generated content across marketing channels.
Results: Massive brand awareness and increased sales.
Partnering with the right micro-influencers can drive meaningful results for businesses.
When Kim Kardashian launched SKIMS in 2019, the brand set out to disrupt the shapewear and loungewear space, a market already packed with well-known players. The challenge wasn’t just to compete but to redefine the way people viewed shapewear: not as restrictive or uncomfortable but as inclusive, empowering, and stylish.
While Kim Kardashian’s star power was a massive asset, SKIMS didn’t rely solely on her celebrity status. Instead, the brand leaned into an innovative, community-first influencer marketing strategy that put real people at the center of its marketing.
One of the key pillars of this approach? Micro-influencers.
These relatable, smaller-scale creators became the bridge between SKIMS and its diverse audience, helping transform the brand from a celebrity-backed launch into a global phenomenon.
Let’s take a closer look at how SKIMS worked with micro-influencers and gained success through it.
The Challenge: Standing Out in a Crowded Market
The year is 2019, and SKIMS wants to enter an industry ruled by giants like Spanx, brands that had spent decades building trust and loyalty. The odds seemed stacked against this new player.
How could a newcomer convince consumers to take a chance? While the market was full of shapewear products, they all shared a common reputation—functional but unremarkable.
SKIMS needed to reimagine shapewear as more than a necessity. They wanted to make it empowering, stylish, and inclusive for people who had never seen their bodies reflected in the industry before. It wasn’t just about launching a product; it was about creating a movement.
Two factors added complexity to this challenge:
1. Perceptions of Shapewear:
Shapewear was often viewed as uncomfortable, overly restrictive, and primarily designed for a niche group of people. SKIMs wanted to change this narrative, presenting its products as both functional and fashionable, suitable for all body types and skin tones.
2. Skepticism Toward Celebrity Brands:
While Kim Kardashian’s name generated buzz, it also carried some skepticism. Audiences today are more discerning and value authenticity over hype. SKIMS needed to prove that it wasn’t just another celebrity-backed project but a brand that truly delivered on its promises.
The Strategy: Why Micro-Influencers?
To tackle these challenges, SKIMS crafted a strategy that combined macro-influencers' reach with micro-influencers' authenticity.
While Kim Kardashian’s massive following created initial awareness, micro-influencers played a critical role in building trust, driving engagement, and converting audiences into loyal customers. 50% of SKIM’s mentions were from micro-influencers.
Why Were Micro-Influencers Ideal for SKIMS?
Micro-influencers—content creators with 10,000 and 100,000 followers —were an ideal fit for SKIMS for several reasons:
1. Relatability: Unlike celebrities or mega-influencers, micro-influencers often come across as ‘one of us.’ Their followers see them as peers, which makes their recommendations feel more genuine.
2. Niche Audiences: Many micro-influencers focus on specific niches, from body positivity to fitness and fashion. SKIMS used this to its advantage, collaborating with creators whose audiences aligned with the brand’s target demographic.
3. High Engagement: Micro-influencers are known for their engaged communities. Instead of chasing millions of passive followers, SKIMS prioritized meaningful interactions and conversations.
Laying the Groundwork
SKIMS began by identifying influencers who embodied the brand’s core values: inclusivity, confidence, and authenticity. These weren’t just traditional fashion influencers—they included moms, fitness enthusiasts, and advocates for body positivity.
Building the Campaign
The brand’s micro-influencer strategy was built around a simple but powerful idea: real people, real results. Let’s break down how the brand brought this concept to life.
1. Partnering With the Right Influencers
The first step was finding influencers who could genuinely connect with SKIMS’ audience. Instead of focusing on follower count alone, SKIMS prioritized creators who:
Regularly engaged with their followers.
Had a track record of promoting body positivity and inclusivity.
Created content that felt authentic and relatable.
SKIMS likely leveraged influencer marketing platforms to streamline this process, which are powerful tools for finding and vetting micro-influencers based on niche, audience demographics, and engagement rates.
2. Gifting Campaigns
One of the earliest tactics SKIMS employed was gifting products to micro-influencers.
Imagine unwrapping a beautifully packaged SKIMS delivery, pulling out the softest shapewear you’ve ever felt, and slipping into something that feels like it was custom-made for you. That’s exactly what happened when micro-influencers received their SKIMS gifts.
These creators were encouraged to try the products, share their honest experiences, and showcase how SKIMS fit their bodies in everyday life.
The beauty of this approach lies in its authenticity. Influencers weren’t handed a rigid script or asked to exaggerate their opinions. Instead, they were encouraged to post unfiltered, candid content that highlighted what they truly loved about the products, whether it was comfort, inclusive sizing, or stylish designs.
3. Customized Messaging
SKIMS gave influencers creative freedom to craft their own narratives. This wasn’t just about selling shapewear; it was about celebrating individuality. By allowing influencers to speak in their own voices, SKIMS ensured that their messaging resonated more deeply with audiences.
4. Getting User-Generated Content And Amplifying It
SKIMS ensured their brand had good user-generated content to create buzz for their products. In 2024, the search term ‘#skimshaul’ had 1.6K videos on YouTube. Do a YouTube search for #skimshaul even now, and you’ll find 2.1K videos!
The content created by micro-influencers didn’t just live on their Instagram, TikTok, or YouTube profiles. SKIMS repurposed this user-generated content (UGC) across its marketing channels, including:
Social media ads.
Website galleries showcasing genuine customer reviews.
Email campaigns highlighting influencer testimonials.
This tactic not only extended the reach of the content.
The Results: Creating a Global Brand
1. Massive Brand Awareness
By partnering with hundreds of micro-influencers, SKIMS was able to tap into a variety of communities and niches. This grassroots-level visibility created a ripple effect. Followers didn’t just see SKIMS as a celebrity-backed brand—they saw it as a relatable, community-driven movement.
2. Increased Sales and ROI
Micro-influencers drove direct conversions at a fraction of the cost of celebrity endorsements. Their genuine, unscripted reviews resonated with audiences, making them more likely to try SKIMS for themselves.
One notable example was the popularity of SKIMS’ inclusive nude shades. Influencers of different ethnicities highlighted how these shades complemented their skin tones, leading to a surge in demand and selling out several products.
3. Built Long-Term Loyalty
SKIMS didn’t treat influencers as one-time partners. By collaborating with the same creators over time, the brand nurtured a sense of loyalty and consistency. This approach extended to the influencers’ followers, who felt a stronger connection to the brand through repeated exposure.
4. Created Scope For Inclusive Fashion
One of the most significant achievements of the campaign was how SKIMS created scope for inclusive fashion. By featuring influencers of all shapes, sizes, and backgrounds, SKIMS sent a powerful message: shapewear isn’t just for one body type—it’s for everybody.
Apart from micro-influencers, SKIMS also works with macro-influencers and celebrities to promote its products. Since the beginning, SKIMS used influencer marketing strategically. The result? In roughly 5 years, SKIMS has become is a $4 billion brand! They sell through their website in several countries and have five retail stores in the US.
Key Lessons for Marketers
The SKIMS micro-influencer strategy offers valuable insights for brands looking to create authentic, impactful micro-influencer marketing campaigns:
1. Lead With Your Brand Values
SKIMS didn’t just sell shapewear; they sold a message of confidence and inclusivity. Before launching any campaign, identify the values that make your brand unique. These values should guide every decision, from influencer selection to messaging.
2. Quality Over Quantity
When it comes to influencer partnerships, bigger isn’t always better. Micro-influencers may have smaller followings, but their ability to connect with audiences on a personal level makes them invaluable.
3. Give Influencers Creative Freedom
Trust is key in influencer partnerships. Allow creators to express themselves authentically instead of scripting every word. Audiences are quick to spot inauthenticity, so let the influencers tell your brand story in their way.
4. Repurpose Influencer Content
Don’t let influencer content fade into the social media abyss. Repurpose it across multiple channels to extend its impact. Repurpose influencer content like SKIMS, which used influencer content across different marketing channels and made the most of it.
5. Build a Community, Not Just a Campaign
The most successful brands don’t just sell products—they foster connections. SKIMS didn’t approach influencers as temporary collaborators but as long-term partners, creating a sense of community that extended to their customers.
Conclusion
SKIMS’ massive success shows the power of micro-influencers. And marketers in the US have realized this. The latest statistics on micro-influencer marketing show how they can bring results for brands. This is why brands are betting big on micro-influencers.
The brand created a marketing strategy that felt both inclusive and aspirational by leveraging relatability, niche audiences, and authentic storytelling of micro-influencers.
For marketers and small business owners, the lesson is clear: Micro-influencers can bring in results, whether it's awareness or sales. With the right strategy, even a small business can achieve big results by finding micro-influencers who align with their values and match their target audience.
With the right mix of authenticity, creativity, and community-building, brands can leverage micro-influencers to create a massive brand.
If you’re considering working with micro-influencers, impulze.ai can help. Use our 14-day free trial to find the right micro-influencers for your campaign.
When Kim Kardashian launched SKIMS in 2019, the brand set out to disrupt the shapewear and loungewear space, a market already packed with well-known players. The challenge wasn’t just to compete but to redefine the way people viewed shapewear: not as restrictive or uncomfortable but as inclusive, empowering, and stylish.
While Kim Kardashian’s star power was a massive asset, SKIMS didn’t rely solely on her celebrity status. Instead, the brand leaned into an innovative, community-first influencer marketing strategy that put real people at the center of its marketing.
One of the key pillars of this approach? Micro-influencers.
These relatable, smaller-scale creators became the bridge between SKIMS and its diverse audience, helping transform the brand from a celebrity-backed launch into a global phenomenon.
Let’s take a closer look at how SKIMS worked with micro-influencers and gained success through it.
The Challenge: Standing Out in a Crowded Market
The year is 2019, and SKIMS wants to enter an industry ruled by giants like Spanx, brands that had spent decades building trust and loyalty. The odds seemed stacked against this new player.
How could a newcomer convince consumers to take a chance? While the market was full of shapewear products, they all shared a common reputation—functional but unremarkable.
SKIMS needed to reimagine shapewear as more than a necessity. They wanted to make it empowering, stylish, and inclusive for people who had never seen their bodies reflected in the industry before. It wasn’t just about launching a product; it was about creating a movement.
Two factors added complexity to this challenge:
1. Perceptions of Shapewear:
Shapewear was often viewed as uncomfortable, overly restrictive, and primarily designed for a niche group of people. SKIMs wanted to change this narrative, presenting its products as both functional and fashionable, suitable for all body types and skin tones.
2. Skepticism Toward Celebrity Brands:
While Kim Kardashian’s name generated buzz, it also carried some skepticism. Audiences today are more discerning and value authenticity over hype. SKIMS needed to prove that it wasn’t just another celebrity-backed project but a brand that truly delivered on its promises.
The Strategy: Why Micro-Influencers?
To tackle these challenges, SKIMS crafted a strategy that combined macro-influencers' reach with micro-influencers' authenticity.
While Kim Kardashian’s massive following created initial awareness, micro-influencers played a critical role in building trust, driving engagement, and converting audiences into loyal customers. 50% of SKIM’s mentions were from micro-influencers.
Why Were Micro-Influencers Ideal for SKIMS?
Micro-influencers—content creators with 10,000 and 100,000 followers —were an ideal fit for SKIMS for several reasons:
1. Relatability: Unlike celebrities or mega-influencers, micro-influencers often come across as ‘one of us.’ Their followers see them as peers, which makes their recommendations feel more genuine.
2. Niche Audiences: Many micro-influencers focus on specific niches, from body positivity to fitness and fashion. SKIMS used this to its advantage, collaborating with creators whose audiences aligned with the brand’s target demographic.
3. High Engagement: Micro-influencers are known for their engaged communities. Instead of chasing millions of passive followers, SKIMS prioritized meaningful interactions and conversations.
Laying the Groundwork
SKIMS began by identifying influencers who embodied the brand’s core values: inclusivity, confidence, and authenticity. These weren’t just traditional fashion influencers—they included moms, fitness enthusiasts, and advocates for body positivity.
Building the Campaign
The brand’s micro-influencer strategy was built around a simple but powerful idea: real people, real results. Let’s break down how the brand brought this concept to life.
1. Partnering With the Right Influencers
The first step was finding influencers who could genuinely connect with SKIMS’ audience. Instead of focusing on follower count alone, SKIMS prioritized creators who:
Regularly engaged with their followers.
Had a track record of promoting body positivity and inclusivity.
Created content that felt authentic and relatable.
SKIMS likely leveraged influencer marketing platforms to streamline this process, which are powerful tools for finding and vetting micro-influencers based on niche, audience demographics, and engagement rates.
2. Gifting Campaigns
One of the earliest tactics SKIMS employed was gifting products to micro-influencers.
Imagine unwrapping a beautifully packaged SKIMS delivery, pulling out the softest shapewear you’ve ever felt, and slipping into something that feels like it was custom-made for you. That’s exactly what happened when micro-influencers received their SKIMS gifts.
These creators were encouraged to try the products, share their honest experiences, and showcase how SKIMS fit their bodies in everyday life.
The beauty of this approach lies in its authenticity. Influencers weren’t handed a rigid script or asked to exaggerate their opinions. Instead, they were encouraged to post unfiltered, candid content that highlighted what they truly loved about the products, whether it was comfort, inclusive sizing, or stylish designs.
3. Customized Messaging
SKIMS gave influencers creative freedom to craft their own narratives. This wasn’t just about selling shapewear; it was about celebrating individuality. By allowing influencers to speak in their own voices, SKIMS ensured that their messaging resonated more deeply with audiences.
4. Getting User-Generated Content And Amplifying It
SKIMS ensured their brand had good user-generated content to create buzz for their products. In 2024, the search term ‘#skimshaul’ had 1.6K videos on YouTube. Do a YouTube search for #skimshaul even now, and you’ll find 2.1K videos!
The content created by micro-influencers didn’t just live on their Instagram, TikTok, or YouTube profiles. SKIMS repurposed this user-generated content (UGC) across its marketing channels, including:
Social media ads.
Website galleries showcasing genuine customer reviews.
Email campaigns highlighting influencer testimonials.
This tactic not only extended the reach of the content.
The Results: Creating a Global Brand
1. Massive Brand Awareness
By partnering with hundreds of micro-influencers, SKIMS was able to tap into a variety of communities and niches. This grassroots-level visibility created a ripple effect. Followers didn’t just see SKIMS as a celebrity-backed brand—they saw it as a relatable, community-driven movement.
2. Increased Sales and ROI
Micro-influencers drove direct conversions at a fraction of the cost of celebrity endorsements. Their genuine, unscripted reviews resonated with audiences, making them more likely to try SKIMS for themselves.
One notable example was the popularity of SKIMS’ inclusive nude shades. Influencers of different ethnicities highlighted how these shades complemented their skin tones, leading to a surge in demand and selling out several products.
3. Built Long-Term Loyalty
SKIMS didn’t treat influencers as one-time partners. By collaborating with the same creators over time, the brand nurtured a sense of loyalty and consistency. This approach extended to the influencers’ followers, who felt a stronger connection to the brand through repeated exposure.
4. Created Scope For Inclusive Fashion
One of the most significant achievements of the campaign was how SKIMS created scope for inclusive fashion. By featuring influencers of all shapes, sizes, and backgrounds, SKIMS sent a powerful message: shapewear isn’t just for one body type—it’s for everybody.
Apart from micro-influencers, SKIMS also works with macro-influencers and celebrities to promote its products. Since the beginning, SKIMS used influencer marketing strategically. The result? In roughly 5 years, SKIMS has become is a $4 billion brand! They sell through their website in several countries and have five retail stores in the US.
Key Lessons for Marketers
The SKIMS micro-influencer strategy offers valuable insights for brands looking to create authentic, impactful micro-influencer marketing campaigns:
1. Lead With Your Brand Values
SKIMS didn’t just sell shapewear; they sold a message of confidence and inclusivity. Before launching any campaign, identify the values that make your brand unique. These values should guide every decision, from influencer selection to messaging.
2. Quality Over Quantity
When it comes to influencer partnerships, bigger isn’t always better. Micro-influencers may have smaller followings, but their ability to connect with audiences on a personal level makes them invaluable.
3. Give Influencers Creative Freedom
Trust is key in influencer partnerships. Allow creators to express themselves authentically instead of scripting every word. Audiences are quick to spot inauthenticity, so let the influencers tell your brand story in their way.
4. Repurpose Influencer Content
Don’t let influencer content fade into the social media abyss. Repurpose it across multiple channels to extend its impact. Repurpose influencer content like SKIMS, which used influencer content across different marketing channels and made the most of it.
5. Build a Community, Not Just a Campaign
The most successful brands don’t just sell products—they foster connections. SKIMS didn’t approach influencers as temporary collaborators but as long-term partners, creating a sense of community that extended to their customers.
Conclusion
SKIMS’ massive success shows the power of micro-influencers. And marketers in the US have realized this. The latest statistics on micro-influencer marketing show how they can bring results for brands. This is why brands are betting big on micro-influencers.
The brand created a marketing strategy that felt both inclusive and aspirational by leveraging relatability, niche audiences, and authentic storytelling of micro-influencers.
For marketers and small business owners, the lesson is clear: Micro-influencers can bring in results, whether it's awareness or sales. With the right strategy, even a small business can achieve big results by finding micro-influencers who align with their values and match their target audience.
With the right mix of authenticity, creativity, and community-building, brands can leverage micro-influencers to create a massive brand.
If you’re considering working with micro-influencers, impulze.ai can help. Use our 14-day free trial to find the right micro-influencers for your campaign.
Frequently Asked Questions
How has SKIMS successfully leveraged micro-influencers in its marketing strategy?
How has SKIMS successfully leveraged micro-influencers in its marketing strategy?
How has SKIMS successfully leveraged micro-influencers in its marketing strategy?
Why do micro-influencers work better for SKIMS compared to celebrity influencers?
Why do micro-influencers work better for SKIMS compared to celebrity influencers?
Why do micro-influencers work better for SKIMS compared to celebrity influencers?
What types of micro-influencers does SKIMS target for their campaigns?
What types of micro-influencers does SKIMS target for their campaigns?
What types of micro-influencers does SKIMS target for their campaigns?
How does SKIMS measure the success of its micro-influencer campaigns?
How does SKIMS measure the success of its micro-influencer campaigns?
How does SKIMS measure the success of its micro-influencer campaigns?
What lessons can other brands learn from SKIMS' use of micro-influencers?
What lessons can other brands learn from SKIMS' use of micro-influencers?
What lessons can other brands learn from SKIMS' use of micro-influencers?
Author Bio
Author Bio
Aishwarya Taskar
Aishwarya Taskar
Aishwarya Taskar is a full-time writer. She has studied journalism and marketing. In her free time, she loves watching films and spending time with animals.
Aishwarya Taskar is a full-time writer. She has studied journalism and marketing. In her free time, she loves watching films and spending time with animals.
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May be Later
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20K+ Active Users
May be Later