The Nicola x SKIMS Campaign: Influencer Marketing Strategy

Jun 24

Dearest Gentle Reader, hold onto your corsets ♡

Dearest Gentle Reader, hold onto your corsets because I’m about to spill the tea ☕️ on the most brilliant collaboration of the year. Yes, I’m talking about SKIMS teaming up with Nicola Coughlan, the charming star of Bridgerton.

It’s giving “paint me like one of your French girls,” and the virality around this collab is nothing short of spectacular.

The Numbers Don't Lie

Let’s dive into the stats, shall we?

✨ One post from this campaign raked in a staggering 1 million likes. Considering SKIMS’ average is around 24k likes per post, this is a mind-blowing 42x increase.

✨ The total campaign engagements hit 1.5 million. Just imagine what the impressions would look like—genuinely jaw-dropping.

✨ This Instagram comment: “She may be the one to finally influence me to purchase” which received over 4,000 likes, showcasing the true impact of this collaboration. Isn’t this comment every influencer marketers dream? (The answer is YES)

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The Magic Ingredient? Demographics.

So, what made this collaboration such a runaway success?

In one word: demographics.

SKIMS’ target audience primarily consists of women aged 25 to 34. Coincidentally, this aligns almost perfectly with Bridgerton’s audience. Nicola Coughlan embodies this demographic beautifully, and her self-proclaimed status as a “proud member of the perfect breast community” resonates perfectly with SKIMS’ body-contouring ethos.

what Influencer Marketing strategy did the Nicola x SKIMS Campaign use?

Now, let’s talk about the golden nuggets of wisdom we can extract from this successful campaign. It’s easy to assume that influencer collaborations are all about follower counts and engagement rates. However, the true success lies in understanding who the influencer’s followers are.

At Scott Social, we champion the mantra “quality over quantity,” and this principle is especially pertinent when finding influencers. Here are a few critical strategies that we can pull from the Nicola x SKIMS campaign.

#1. Content Quality Matters

Let’s chat about content quality for a sec.

When you’re eyeing an influencer for a potential collaboration, their content needs more than just pretty pictures and catchy captions. Dive into what they’re posting. Ask yourself:

Is their aesthetic a mirror image of your brand’s vibe?
Are their posts polished, engaging, and visually stunning?
Can their content be reposted to your feed?

You want someone whose content feels like a natural extension of your own – like Nicola popping up on the SKIMS feed.

Think of it like this: if your brand was a playlist, would their content be a song that fits seamlessly? If the answer is yes, then you’ve got a winner. At Scott Social, we believe a harmonious blend of content can make magic happen.

So, take the time to scrutinize their feed, watch their stories, and read their captions. It’s all about finding that perfect match that makes your audience go, “Wow, this is so on-brand!”

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#2. Audience Alignment

Alright, let’s talk about audience alignment.

Demographer overlap is where the rubber meets the road. You’ve found an influencer with killer content and shared values, but who are their followers? Ask yourself:

What kind of content do they post to their feed and who does it appeal most to?
Are their followers active, engaged, and interested in similar topics to what your brand offers?
Who do you see interacting with their page in the comment section?
Are they the same people you’re trying to reach?

Audience alignment is the secret sauce that can take your influencer marketing strategy from good to “holy sh!t”.

If their audience matches your target demographic, you’re in for some serious magic. Just like in the Nicola x SKIMS collab, where their target audience has some serious overlap.

At Scott Social, we live by the mantra that reaching the right people is way more important than reaching a lot of people. Quality over quantity.

So, do your homework. Check out who’s liking, commenting, and sharing the influencer’s posts. When you nail down an influencer whose audience mirrors your own, you’re not just boosting your reach—you’re amplifying your impact.

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#3. Values and Beliefs Need To Align

Now, let’s get a bit deeper.

Beyond the surface-level glitz, what really matters are the values and beliefs that drive an influencer. Ask yourself:

What do they publically stand for?
What causes are they passionate about?
What values does their content communicate, even if not directly spoken?

These questions are crucial because you want to partner with someone who shares your brand’s core principles.

Value alignment is where the Nicola x SKIMS collab fell short. While Kim Kardashian, Owner of SKIMS, is in outspoken support in Israel regarding the Israeli-Palestinian Conflict, Nicola is in strong support of Palestine. Followers on both sides are stating their frustration, confused that this partnership contradicts previous statements.

However, if you find a brand that aligns with your values and beliefs, it can be like finding a kindred spirit who amplifies your brand’s voice.

At Scott Social, we know that shared values create authentic connections. So, don’t just skim through their profile—dig into their posts, stories, and collaborations. Look for those moments where their values shine through. When you find an influencer whose beliefs align with yours, you’re not just creating content—you’re creating a powerful, authentic narrative that your audience will undoubtedly notice.

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and that’s the tea ☕️

The SKIMS and Nicola Coughlan campaign is a masterclass in crafting an influencer marketing strategy. By aligning their brand with an influencer whose audience mirrors their own, SKIMS achieved phenomenal engagement and visibility. This collaboration underscores the importance of demographic alignment in influencer marketing.

At @Scott Social, we believe in the power of strategic partnerships. It’s not just about reaching more people; it’s about reaching the right people. So next time you’re dreaming up an influencer marketing strategy, remember to dig deep into their audience demographics. When you find the perfect match, the results can be nothing short of extraordinary.

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At Scott Social, we believe in the power of authentic, impactful influencer collaborations. Our Full Service social + influencer marketing package is designed to connect you with influencers whose content, values, and audience align perfectly with your brand.

Don’t settle for average results. Elevate your brand with influencer marketing that truly resonates. Ready to get started? Click here to learn more and schedule a consultation! Let’s create magic together!