Application — Growth
SKIMS already has a 2-Minute Fit Test and sister-size rules. That is ad material for anyone nervous about fit.
Who I am
- Former COO of Tabs. Built its creator program to 100M monthly social impressions, and the paid ad engine alongside it.
- Founded Mainstreet, a consumer home-services platform: a team of 70, $25M raised (Greylock, Khosla, YC, Tim Ferriss). It failed.
- Before that: Quintessential Ventures, an early seat at a high-growth startup, and entrepreneur-in-residence at Prehype.
- I'm moving into growth specifically. The creative and top-of-funnel work is what I want to be doing every day.
What I noticed
- Fits Everybody Push-Up Bra | Blue Quartz is 314.00 BRL, and the T-Shirt Bra in Cherry Blossom is 292.00 BRL. One fit story can carry both bras in a single ad.
- Underwire sizing runs from 32B to 44G, and one style "Adds up to 2 cup sizes for maximum lift". That is a concrete claim a short video can show on a real body.
- Free shipping appears as "Free shipping on orders $75+" and also as free shipping on all orders when you're signed in. Ads need one clear line, so I'd test which.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that. For SKIMS, one number to protect across bras and sleepwear.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, so a bra hook is judged alone.
- Creators: women who size bras on camera with sister-size rules, and loungewear creators wearing Cloud Sleep sets. Each gets a hook library.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, split by bra, sleepwear and basics.
- Event tracking I'd spec and work through with your team. That part isn't me. Your free shipping offer needs clean attribution.
Month one
| Metric | Week 1 | Week 2 | Week 3 | Week 4 | Week 5 | Week 6 |
|---|---|---|---|---|---|---|
| Creators live | 0 | 2 | 4 | 6 | 8 | 10 |
| Creator videos / week | 0 | 14 | 28 | 42 | 56 | 70 |
| Landing pages live | 1 | 3 | 5 | 7 | 8 | 9 |
| New ads / week | 12 | 12 | 12–20 | 12–20 | 20 | 20 |
| Unique experiments | 2 | 3 | 4 | 5 | 6 | 6 |
Creators come on two a week and each posts the same number of videos a week, so videos climb from 14 to 70. New ads and landing pages follow the creators, and experiments go from 2 to 6. Proposed.
Creator videos a week = creators live × videos per creator. Week 1: 0 × 7 = 0; Week 2: 2 × 7 = 14; Week 3: 4 × 7 = 28; Week 4: 6 × 7 = 42; Week 5: 8 × 7 = 56; Week 6: 10 × 7 = 70.
How I'd start
- Pull the fit-test and sister-size rules into a claims sheet, so every creator brief uses the brand's own wording on cup and band.
- Brief the first creators on Fits Everybody bras and shoot hooks around fitting, not around discounts.
I'd love to chat if this makes sense. Grab a time here.
Danilo