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Case Study

SKIMS Anniversary Billboard Campaign Reaches 227.1 Million People on Instagram

SKIMS Anniversary Billboard Campaign Reaches 227.1 Million People on Instagram

SKIMS Anniversary Billboard Campaign Reaches 227.1 Million People on Instagram

Outfront Media
Pages 3 Pages

SKIMS celebrated its first anniversary with a large-scale billboard campaign across Los Angeles and New York City. The outdoor creative showcased the brand’s most prominent supporters and customers, using high-impact placements that included a massive building wall and roadside billboards. By featuring recognizable campaign imagery in heavily traveled urban locations, SKIMS transformed the anniversary into a public brand moment rather than limiting it to digital channels. Fans and passersby photographed the displays and shared them across Instagram, extending the campaign from real-world visibility into online conversation. This IRL-to-URL amplification generated a potential Instagram reach of more than 227.1 million people, demonstrating how striking outdoor creative and customer-focused

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