SKIMS, creator engine

Ten creators for SKIMS, one number to guard

A first roster of fit-first creators for SKIMS: two a week up to ten, seven videos each, and one number to protect: cost per 1,000 views.

creators live by week six: 10
creator videos a month at the full roster: 303
weeks from the first creator to the full roster: 5

New arrivals, one honest week of fit checks

A creator films one new piece a day and says only what the brand's own pages say. Disclosure label on screen in every video.

Illustrative post

Part 1 of 15

Summary

Creator engine summary
Roster	Two creators a week, up to ten	Creators live by week: 0, 2, 4, 6, 8, 10. The ramp takes six weeks.
Who	Fit-first wearers, six personas	Matched to Fits Everybody, Cloud Sleep and Cotton Rib pieces, not to a body type.
Production	Seven videos per creator per week	That makes 303 creator videos a month at ten creators.
Pay	Three bands: base pay plus a cap	Starter $300 and $600 cap; Standard $500 and $1,000 cap; Premium $800 and $1,500 cap.
Bonus	$50 flat past 100,000 views	One bonus per creator per month, organic views only.
Compliance	Disclosure label on every post	Creators quote a claims sheet copied from the site. Drafts that stray go back.
Category rule	Fit and comfort, never body change	Sizing talk stays on the brand's guide, with band and cup sizes 32B to 44G.
Goal	$1 per 1,000 views	A proposed target. The simulator reads $5.74 today, so closing that gap is the work.
Report	Every Monday, one page	Views, cost per 1,000 views, top hooks, retired hooks and the next brief.
Decision	Brand lead signs off bands and ceiling	Monthly ceiling: $15,000 with all ten creators at the top cap, bonuses excluded.

Part 1 of 15, continued

The program in numbers

Creators live at full roster: 10; Proposed
Videos per creator per week: 7; Proposed
Creator videos a month: 303; Calculated
Base pay per creator: $1,000; Proposed
Bonus past 100,000 views: $50; Proposed
Bonus at the top cap of the highest band: $700; Calculated
Program cost a month, bonuses included: $10,050; Calculated
Views a month at the assumptions: 1.8M; Calculated
Cost per 1,000 views: $5.74; Calculated
Target cost per 1,000 views: $1; Proposed

Part 2 of 15

Track record

Former COO of Tabs. I built its creator program to 100M monthly social impressions, and the paid ad engine alongside it. The numbers below come from videos that program produced.

At Tabs I built the creator program and the paid ad engine beside it. This is the same playbook for underwear, loungewear and shapewear: one variable per test, losers killed early, a hook library. I have not run this category, so the claims sheet and the category rules come first, and your team stays final on every line.

monthly social impressions at Tabs: 100M+
views on one reel: 17.7M
views on one video: 8M
views on one video: 6.5M

Part 3 of 15

Why now

32B to 44G
A fit story creators can actually explain
The site lists underwire sizing across band and cup sizes 32B to 44G and says to size up or down to wearer's preference if you are between sizes. Creators answer that question on camera.
Published
$75+
A shipping line that fits a video outro
The site states free shipping on orders $75+. Creators can close a video with it, worded exactly as the brand words it, once the brand confirms it applies to the audience watching.
Published
30 days
A returns window that lowers the fit worry
The site says you can make a return within 30 days of placing your order for a refund. Fit hesitation is the main objection in underwear, and creators can answer it with the brand's own sentence.
Published

Part 4 of 15

Principles

One number to protect
Cost per 1,000 views against a $1 target. The simulator reads $5.74 today, so every test has to move that one number or it gets cut.
One variable per test
Same piece, same hook, one change: the opener, the fit angle or the color. Seven videos per creator per week give us enough tests to learn fast.
Losers killed early
Hooks that stall leave the library before the next brief. Videos past 100,000 views earn a $50 flat bonus, and their hooks get reused.
Claims first, then creativity
Creators quote only the claims sheet: the tagline, the sizing guide, the shipping and returns lines. A draft that strays goes back before it posts.

Part 4 of 15, continued

One channel for everything

#briefs

Briefs, drafts, reviews and the weekly numbers

Illustrative

MarinaMon 8:30 AM
This week's brief: Fits Everybody T-Shirt Bra in Cherry Blossom. One hook per video, one variable per test. Seven videos each, disclosure label on every post.
BiaTue 11:15 AM
Can I end my video with free shipping on all orders? I want to get the line right before I record.
Use only: Free shipping on orders $75+. Quote it exactly. We are confirming the other shipping lines with the brand before anyone uses them.
Weekly botAppWed 4:40 PM
Weekly report posted: views, cost per 1,000 views against the $1 target, top three hooks, retired hooks and next week's brief.
MarinaThu 9:05 AM
Draft sent back, Rafa: the opener promises the bra will reshape your body. Fit and comfort only. Re-record the first three seconds and keep the rest.
Re-shot. Same hook, the shaping line is gone, disclosure label added on screen.
Breakout botAppFri 2:10 PM
Cloud Sleep Bralette night-routine video passed 100,000 organic views. $50 flat bonus queued, one per creator per month.
MarinaFri 3:00 PM
Check before the bonus is paid: disclosure on screen, only claims-sheet lines, organic views only. All three clear, so it goes to the paid shortlist.

The messages illustrate the working channel, with invented people: briefs go out on Monday, claims questions get an answer the same day, and nothing posts without the check.

Part 5 of 15

Formats

Brief 01
Sister-size fit test
“Between sizes? Here's the band and cup trick.”
Hand-held at a mirror, one take. Show the sister-size rule from the brand's bra guide, then the 2-Minute Fit Test on screen.
Brief 02
Matching set, three ways
“One matching set, three ways to wear it.”
Fixed phone, three quick outfit swaps with the same set. Cut on the move; a text overlay names the set.
Brief 03
Bodysuit under denim
“This bodysuit and denim shorts, nothing else.”
Front-facing, natural light, a bodysuit under denim shorts or overalls as the brand's styling guide suggests. Show it moving.
Brief 04
Capsule unboxing
“Ludovic De Saint Sernin X SKIMS, unboxed.”
Desk shot, unboxing in one take. Read the collection's own line aloud, then show the fabric up close.
Brief 05
Cloud Sleep night routine
“My wind-down starts with the Cloud Sleep set.”
Evening, warm bedroom light, Cloud Sleep Bralette and Boy Short in Ecru. Show the routine and the fabric, not the body.

Every product line in a video comes off the claims sheet word for word, for example “Solutions For Every Body”, “Ultimate in every way. Transform the lift, shape, and fullness of your bust with our most iconic bras.”, “The sets you'll live in—your most effortless outfits start here”. Product names are said as printed.

Part 6 of 15

Recruiting

Four sources in

Fit-first micro creators
Creators who already film bra and underwear fit content. They know the sizing questions and answer the comments.
Loungewear and sleepwear voices
Cloud Sleep, Soft Lounge and matching sets suit home routines: wind-down, laundry day, travel packing.
Customers who post their own pieces
Buyers who already show SKIMS in their videos. A short note first, an honest brief second, and the choice stays theirs.
Affiliate or ambassador page
I did not find an affiliate or ambassador page on the site. First step: ask the brand lead whether one exists before any outreach.

Five filters, fewer each step

1Fit content history
Past videos show sizing or fit talk, not only try-on hauls.
2Comment quality
Real questions and replies under their videos, not only emojis.
3Disclosure habit
Earlier brand posts carry a clear paid-partnership label.
4Calm about bodies
No before-and-after body talk, no shaming of any size.
5Can hold the pace
Can deliver seven videos a week for six weeks without quality dropping.

Part 7 of 15

Who we want

Everyday fit reviewer
Films honest daily wear of a T-shirt bra: comfort, straps, how it sits under a tee.
Likely product: Fits Everybody T-Shirt Bra | Cherry Blossom
Bra size troubleshooter
Explains band and cup sizing, sister sizes and the fit test to people stuck between sizes.
Likely product: Fits Everybody Push-Up Bra | Blue Quartz
Sleepwear routine creator
Evening and morning routines built around a soft sleep set, filmed calmly.
Likely product: Cloud Sleep Bralette | Ecru
Capsule wardrobe stylist
Builds outfits from a few pieces: leggings, tops, layers, repeated across the week.
Likely product: Cotton Rib Mid Rise Legging | Soot
Basics and layering
Shows how one soft top works under a jacket, over a bra, and on its own.
Likely product: Cotton Jersey V Neck Long Sleeve Top | Light Heather Grey
Underwear drawer reset
Drawer clear-outs and replacement videos, focused on comfort and daily wear.
Likely product: Fits Everybody Thong | Cherry Blossom

Left off, every time

Always left out: minors and accounts aimed at minors, anyone who promotes crash diets or body-change promises, and anyone who will not use the disclosure label. Category rule: no body-change or medical promises about shapewear, ever.

Part 8 of 15

First twenty

Bra-fitting explainer with a small, engaged audience
Creator who films honest underwear reviews
Sleepwear and slow-evening routine creator
Capsule wardrobe and outfit repeater
Leggings and everyday basics reviewer
Tall creator showing how basics fit
Petite creator showing how basics fit
Plus-size creator focused on comfort and fit
Maternity-wardrobe creator, only if the brand approves it
Travel packing creator with a small bag
Work-from-home outfit creator
Matching sets and loungewear stylist
Denim and bodysuit styling creator
Gym-to-street layering creator
Fabric-touch creator who shows texture up close
Laundry and garment-care routine creator
Gift-guide creator for sleepwear
Men's basics creator for the men's line
Capsule collection unboxing creator
Customer-turned-creator who already posts SKIMS

Part 9 of 15

Claims sheet

Approved, word for word

Quoted exactly as the brand publishes it.

“Solutions For Every Body”
Opening line or end card in any video
“SKIMS is a solutions oriented brand creating the next generation of underwear, loungewear and shapewear.”
One-line intro in a first video
“The sets you'll live in—your most effortless outfits start here”
Matching-set videos
“The ultimate lightweight layers in 100% cotton fabric with a dry hand feel”
Only after checking the cotton piece's own page
“Free shipping on orders $75+”
Video outro, once the brand confirms it for the audience
“You can make a return within 30 days of placing your order for a refund.”
Fit-worry answers, read as written
“Get sizing for underwire bra styles that are available in band & cup sizes 32B to 44G. If you’re between sizes, size up or down to wearer's preference.”
Sizing videos for underwire bras

Never said

Each one with the reason it stays out.

Never say it will slim or reshape your body
A body-change promise a creator cannot back up.
Never say it works as medical or posture support
A medical promise; none exists in the brand's wording.
Never say it is the best on the market
A comparison claim with no source behind it.
Never say every cashmere piece is fully cashmere
A fiber-content claim; the brand notes blended lines exist, so the product page decides.
Never say shipping is free with no conditions
A shipping claim; terms differ by member tier and order value.
Never say returns are always free
A returns claim; some return methods carry a shipping charge deducted from the refund.

To confirm with the brand

Held until someone on the brand side signs off.

Free shipping on all orders
Site text shows this beside a minimum order value; confirm which applies to a first-time buyer.
Prices shown in BRL or in USD
The store serves prices by country; confirm which currency each creator's audience sees.

Part 10 of 15

Pay

Starter
$300–600
a month, by band
For first-time partners with fit content but a small audience; proves the format before the cap rises.
Bonus at the cap: $300
Standard
$500–1,000
a month, by band
For creators who already hold seven videos a week and keep sizing talk accurate.
Bonus at the cap: $500
Premium
$800–1,500
a month, by band
For proven fit and loungewear voices whose videos keep winning in the Monday report.
Bonus at the cap: $700

Under 100,000 views
$0
The base pay covers the work.
100,000 views
+$50 flat
Whatever the band.
1,000,000 views
Top-up to your cap
Bonus = band cap − base pay.

One bonus per creator per month, however many videos pass the line.
The bonus is per video: $50 flat once a single video passes 100,000 views.
Organic views only; paid boosts and reposts do not count toward the line.
No bonus on a video that broke the claims sheet or the category rule.

Starter: $600 cap − $300 fee = $300 bonus; Standard: $1,000 cap − $500 fee = $500 bonus; Premium: $1,500 cap − $800 fee = $700 bonus.

The bonus pays for reach after the work is done, never instead of it. One bonus per creator per calendar month keeps it an incentive and keeps the program cost predictable.

Part 11 of 15

Simulator

Read it as a gap: at 303 videos a month the plan reads 1.8M views and $5.74 per 1,000 views against $1. Either 4.2% of videos go viral or the median reaches 21,711 views.

Program facts

SKIMS creator engine, per month

Monthly cost: $10,050
Base pay: $10,000
Est. bonuses: $50
Videos / month: 303
Est. views / month: 1.8M
Cost per 1,000 views: $5.74

Above the $1 target at these inputs.

To hit $1, the roster needs about 10.1M views a month. That means about 4.2% of videos going viral, or a median near 22K views per video. That is why the day-90 gate exists: keep the accounts that clear it, replace the rest.

Proposed, not measured. Views = videos × median, breakouts at 10× the median, viral at 750K. Bonus: +$50 for a viral video, one per creator per month.

Part 11 of 15, continued

What moves the result

Cost per 1,000 views by median views per video
If the median is	Views / month	Monthly cost	Cost / 1K	Hits target
750	1.4M	$10,050	$6.96	No
1,500	1.8M	$10,050	$5.74	No
3,000	2.4M	$10,050	$4.24	No

Cost per 1,000 views by share of viral videos
If the viral share is	Views / month	Monthly cost	Cost / 1K	Hits target
0.3%	1.2M	$10,000	$8.44	No
0.5%	1.8M	$10,050	$5.74	No
1%	2.9M	$10,150	$3.52	No

The math. Videos a month = 10 creators × 7 a week × 52 ÷ 12 = 303. Views per video = (1 − 4% − 0.5%) × 1,500 + 4% × 10 × 1,500 + 0.5% × 750,000 = 5,782.5; 303 videos × 5,782.5 = 1.8M views a month. Cost = 10 × $1,000 = $10,000 base + 1 bonus × $50 = $10,050. Cost per 1,000 views = $10,050 ÷ 1.8M × 1,000 = $5.74 against a $1.00 target. To hit the target, either 4.2% of videos go viral or the median video reaches 21,711 views, other inputs held.

Move the sliders and the label recalculates. The result is only as good as the guesses behind it, so the median views, the share of breakouts and the share of viral videos are marked as Assumptions until the first month of posts replaces them.

Part 12 of 15

Phases

Creators live by week (proposed): 0, 2, 4, 6, 8, 10

0Wk 1
2Wk 2
4Wk 3
6Wk 4
8Wk 5
10Wk 6

Creator ramp by week
Item	Wk 1	Wk 2	Wk 3	Wk 4	Wk 5	Wk 6
Creators live	0	2	4	6	8	10
Videos a week	0	14	28	42	56	70
Base pay a month	$0	$2,000	$4,000	$6,000	$8,000	$10,000

Warm-up
Claims sheet and hook library
Creators live: 0. The brand approves the claims sheet, the pay bands and the report format, and the hook library is seeded from five formats.
Month one
Ramp to ten creators
Two creators a week up to ten, seven videos each per week. One variable per test; weak hooks leave the library.
Month two
Full pace
Ten creators, 303 creator videos a month. Winning hooks get reused, creators move between bands on results.
Month three
Organic to paid
Top organic videos go to paid after brand approval. Cost per 1,000 views is read against the $1 target.
Day ninety
Keep, cut or widen
The decision rests on how far the roster moved from $5.74 toward $1, shown in the simulator.
Monthly ceiling
$15,000 at the top cap
All ten creators at the top cap, bonuses excluded: $15,000. Nothing above that without a new approval.

$15,000 Monthly ceiling, all 10 creators at the top cap, bonuses excluded Proposed

The roster grows by two creators a week, so hook performance can be read week over week instead of by anecdote.

Part 13 of 15

Reporting

Every Monday the brand gets one page: views, cost per 1,000 views against $1, top hooks, retired hooks and the next brief.

Creator engine, last 4 weeks

Target $1 per 1,000 organic views Illustrative

Creators reporting: 5
Posts last week: 32
Avg cost per 1,000 views: $8.94
Bonuses owed: $0
Keep / Watch / Replace: 1 / 1 / 3

Per-creator results, last four weeks, sorted by cost per 1,000 views
Creator	Band	Format	Posts	Median	Best	Cost / 1K	Bonus	Flags	Call
Creator A	Starter	Sister-size fit test	7	2.1K	25K	$3.37	$0	None	Keep
Creator B	Standard	Matching set, three ways	7	1.4K	8.4K	$9.83	$0	Claim check	Replace
Creator C	Premium	Bodysuit under denim	6	1.8K	54K	$7.94	$0	None	Watch
Creator D	Starter	Capsule unboxing	5	900	3.6K	$12.99	$0	Over cap?	Replace
Creator E	Standard	Cloud Sleep night routine	7	1.2K	11K	$10.59	$0	Release missing	Replace
All creators	not applicable	not applicable	32	1.5K	54K	$8.94	$0	not applicable	not applicable

Illustrative rows with invented creators, coherent with the pay bands above. Keep means the cost per 1,000 views is at or under the program average, Watch is up to half again over it, and Replace is anything higher.

Part 14 of 15

Organic to paid

From organic to paid

Post organic
The creator posts with the disclosure label. Only organic views count toward the bonus.
Read the week
The Monday report ranks videos by cost per 1,000 views against the $1 target.
Pick the winners
Videos past 100,000 views, or clearly above the median, go to the brand for approval.
Boost with permission
The brand approves, the creator confirms usage, and the video runs as paid with the same hook.

From the video to the checkout

Fit-question videos link to Get The Right Pair - The 2-Minute Fit Test.
Bra videos point to the Bra Size Calculator.
Matching-set videos land on Matching Sets.
Shipping terms stay as the brand words them: free shipping on orders $75+.
The returns line stays as written: a return within 30 days of placing the order for a refund.

Part 15 of 15

Category rules

Rules for shapewear and underwear

Fit, comfort and fabric are fair game. Bodies are not a before-and-after. These six rules apply to every video, every creator, every band.

Fit, not body change
Talk about how a piece fits, feels and sits under clothes. Never promise that it changes a body, slims it or fixes it.
Sizing stays official
Use the brand's sizing guide: underwire styles run band and cup sizes 32B to 44G, and if you're between sizes the guide says size up or down to wearer's preference.
Disclosure on every post
A clear paid-partnership label on screen and in the caption, in the first seconds, on every video, bonus or not.
Check the fabric on the page
Fiber content differs by product, and the brand notes that blended lines exist. Read the specific product page before naming a fabric.
Respect every body
No shaming of any size, no comparing bodies, no minors on screen, and no content aimed at minors.
Prices, shipping, returns as written
Quote prices in the currency the store shows, shipping as free shipping on orders $75+, and returns as a refund within 30 days of the order. Never paraphrase terms.

The brand’s legal team sets the final rules. This is the operating floor I’d start from, not legal advice.

Want to see the first briefs?

Grab a time here

A fit story creators can actually explain

A shipping line that fits a video outro

A returns window that lowers the fit worry

One number to protect

One variable per test

Losers killed early

Claims first, then creativity

Sister-size fit test

Matching set, three ways

Bodysuit under denim

Capsule unboxing

Cloud Sleep night routine

Four sources in

Five filters, fewer each step

Everyday fit reviewer

Bra size troubleshooter

Sleepwear routine creator

Capsule wardrobe stylist

Basics and layering

Underwear drawer reset

Left off, every time

Approved, word for word

Never said

To confirm with the brand

Starter

Standard

Premium

Claims sheet and hook library

Ramp to ten creators

Full pace

Organic to paid

Keep, cut or widen

$15,000 at the top cap

From organic to paid

From the video to the checkout

Rules for shapewear and underwear

Fit, not body change

Sizing stays official

Disclosure on every post

Check the fabric on the page

Respect every body

Prices, shipping, returns as written

Want to see the first briefs?