How SKIMS should run Meta ads.

The founder is the reach, the drop is the urgency. SKIMS has an awareness engine most brands would pay millions for: a founder whose posts reach hundreds of millions, and a launch formula of tease, reveal, drop, sell out. On a mid-60s apparel margin the break-even sits near 1.7x, but fit-driven returns push the real number higher, so this is not a spend-flat-and-scale account. It is a account built around launch windows and around one message that cold audiences respond to: it fits everybody.

So the paid-social job is to catch and convert, not to create demand. Structure spend around drops rather than always-on flatness, lead cold prospecting with the inclusive-sizing wedge, and retarget hard through a considered, fit-sensitive purchase with sizing help and social proof. The compounding lever is category crossover: a shapewear buyer becomes a loungewear buyer becomes an outerwear buyer, so the real return shows up in the second and third order, not the first.