Skinnygirl Brand Case Study

A 360-degree social media strategy driving awareness of Skinnygirl's products


Digital Media Management (DMM) partnered with Skinnygirl to launch the brand’s presence across social media and create a 360-degree social media strategy that drove awareness of the products and where fans could purchase.



Our main objective was to create a presence for the brand on social platforms to engage the loyal fanbase that the Skinnygirl brand had already built. We created communities across all social channels, including Facebook, Twitter, and Instagram as well as developed a product website where fans could locate their nearest retailer and a marketing newsletter that showcased the latest products and giveaways. Our strategy, platform, and community management, and creative teams, developed a  comprehensive campaign that captured the essence of the Skinnygirl brand while reflecting its seasonal relevance. We also had a specific focus on creatives that drove awareness of the various Skinnygirl products, including their coffee pod brewers, popcorn variety, beverages, and sweeteners.

Our campaign included ideating and producing product shots and videos, building customized creative assets, and launching micro-campaigns and sweepstakes that engaged and resonated with the larger Skinnygirl community. Utilizing colorful lifestyle imagery and animated creatives, we brought the brand to life on digital platforms to give a fresh brand perspective that thrilled and excited the brand’s fanbase.

Through our 360-degree digital strategy, we achieved tremendous social growth across the Skinnygirl handles, drove awareness of their products, and increased sales.