ROBYN PAGULAYAN
SKIMS:
EVERY+BODY
For my junior year Public Relations Principles class, I was tasked with selecting a brand and creating a PR campaign for the launch of a new product or event. In addition to setting clear objectives and strategies, this campaign also had to garner both social media and traditional news coverage.
My goal for this campaign was to emphasize Skim's already existing mission to be a brand that values inclusivity by creating and promoting a new line of accessible loungewear and underwear.
THE PITCH
CAMPAIGN OVERVIEW
This campaign was developed to promote Skims' new line of products made to be accessible for people with disabilities. These products feature access to ports, pockets for medical devices, front/side closures, and easy-to-use fasteners. To promote the release of these products, this campaign utilizes influencers such as:
The Rollettes: Wheelchair dance company
Kiana Clay: Snowboarding Paralympian
Evie-Meg Field: Famous TikToker, YouTuber, author, and advocate for people with disabilities
Jillian Mercardo: Model and actress on The L Word
April Lockhart: Actress and TikTok and Instagram influencer pushing for inclusion in the fashion industry
They will be participating in Twitter Blue Rooms, TikTok lives, and Instagram takeovers, leading discussions on accessibility in the beauty and fashion world. Additional campaign tactics include a collaboration with The Rollettes and Sia, and participation in New York Fashion Week showcasing the new product line.
#IAmEveryBody
The social media campaign is to spark a larger conversation about what it means to be truly inclusive in the fashion industry. Specifically, we want this conversation to reach our secondary audience which is people working in the fashion industry itself. We want to send that key message that people with disabilities are more than just a marketing campaign or a trend: they are consumers deserving of products that work for them. Even though Skims might be one of the first ones to create those products, it’s really something all companies should be doing– this company wants to spark a change.
Read the full campaign and timeline here.
NOTES
One month after this campaign was developed, Skims announced the release of the Skims Adaptive Collection, a collection of products made to be accessible for people with disabilities--exactly as described in my own campaign. While I developed this campaign independently before this announcement, I strongly believe that the strategies and tactics described in my pitch can easily be utilized in Skims' current campaign for the Adaptive line. Although the influencers I chose were different than the influencers selected by Skims, the social media takeovers and #IAmEveryBody could still be extremely effective in a real-world scenario.
