Hupspot Guide to Viral Brand Growth

Marketers who rely on Hubspot to scale modern brands can learn powerful lessons from how Skims grew to a multibillion-dollar valuation by blending product innovation, celebrity influence, and cultural relevance.

Using insights from HubSpot’s breakdown of Skims’ valuation and marketing strategy, this guide shows you how to turn those same principles into a repeatable growth framework for your own business.

Why the Skims Playbook Matters for Hubspot Users

Skims transformed from a shapewear startup into a global lifestyle brand valued in the billions. For teams running campaigns in Hubspot, this case study is a blueprint for building demand, not just awareness.

Instead of trying to copy Skims’ exact tactics, focus on the underlying systems you can replicate inside your own marketing stack.

• Clarify your category and mission
• Use audience insight to drive product evolution
• Turn cultural moments into acquisition engines
• Build loyalty loops through community and content

Step 1: Define a Skims-Level Brand Positioning in Hubspot

Skims didn’t just sell shapewear; it sold comfort, confidence, and inclusivity. Your first task is to craft the same kind of sharp positioning and reflect it consistently across your Hubspot assets.

Map Your Core Brand Story in Hubspot

1. Document your promise: Write a one-sentence brand promise and store it in your Hubspot brand guidelines or internal wiki-style content.
2. Align messaging across channels: Make sure landing pages, emails, and blog posts echo the same core narrative.
3. Audit existing content: Use lists and filters to find pages or emails that conflict with your updated story and revise them.

The outcome: every contact entering your Hubspot database experiences a coherent story that mirrors how Skims positions its products and mission.

Clarify Your Category Like Skims Did

Skims expanded from shapewear into loungewear, swim, and men’s lines, but its category narrative remained tight. You can do the same by:

• Identifying your anchor category (what you’re known for now)
• Defining your expansion categories (where you plan to grow)
• Adding properties in Hubspot to tag leads by category interest

This structure lets you segment contacts by category and orchestrate tailored journeys at scale.

Step 2: Turn Cultural Relevance into Campaigns in Hubspot

One of the most powerful Skims strategies is its ability to attach product releases to real-time cultural conversations and celebrity moments. Hubspot marketers can operationalize this tactic with workflows and content calendars.

Build a Cultural Moment Engine in Hubspot

Follow these steps to systematize cultural marketing:

1. Create a campaign calendar: In Hubspot, build calendars around key cultural dates, industry events, and entertainment moments your audience cares about.
2. Plan themed content: For each moment, map at least one landing page, social post, email, and blog post.
3. Tag every asset: Use campaign tags so you can see how each cultural moment performs across channels.

By treating cultural relevance as a repeatable campaign type, not a one-off, you mirror the consistency Skims uses to stay in the spotlight.

Leverage Influencers Like Skims Using Hubspot Data

Skims uses celebrity partnerships to extend reach and authority. Even without celebrity budgets, you can implement a similar system by:

• Tracking creator and partner contacts in Hubspot with custom properties
• Segmenting them by audience size, niche, and engagement
• Automating outreach and follow-up sequences for new collaborations

Over time, you build an owned network of advocates and micro-influencers that behaves like a scaled version of the Skims partnership engine.

Step 3: Optimize Product Storytelling with Hubspot Insights

Another Skims advantage is the way each product drop feels like an event, supported by clear benefits, lifestyle imagery, and inclusive language. Hubspot users can reverse-engineer that playbook with data.

Use Hubspot Reporting to Refine Your Narrative

1. Review page-level performance: Identify high-converting product or feature pages and study the language, visuals, and layout.
2. Clone winning structures: Reuse the storytelling structure for new launches, adjusting copy to match the offer.
3. Test variations: Run A/B tests on headlines, benefits, and social proof blocks to see which angle resonates most.

By continually iterating on what works, you create a feedback loop similar to how Skims learns from each collection and campaign.

Build Anticipation Sequences with Hubspot Automation

Skims’ launches feel scarce, timely, and must-have. You can recreate that effect with lifecycle and launch workflows:

• Segment subscribers who click on launch teasers
• Enroll them into pre-launch nurture sequences
• Send early access or waitlist emails to top-engaged segments

Automated anticipation sequences make every release feel more like a Skims-style drop, even for smaller brands.

Step 4: Create Community and Loyalty the Skims Way in Hubspot

Skims builds loyalty by consistently reflecting customer needs and feedback in its product lines, imagery, and messaging. Hubspot helps you do the same at scale by centralizing behavioral and feedback data.

Turn Customer Feedback into Content in Hubspot

To emulate Skims’ focus on inclusivity and fit, create a data-to-content loop:

1. Collect feedback using forms, surveys, or support tickets.
2. Sync responses to contact records inside Hubspot.
3. Identify common themes and questions, then build content that speaks directly to them.

This approach lets you build product education, FAQs, and buying guides that feel as tailored as Skims’ fit and shade ranges.

Reward Your Best Customers Using Hubspot Tools

Skims benefits from strong repeat purchase behavior. To drive similar loyalty, you can:

• Create smart lists for repeat buyers and high-LTV segments
• Offer exclusive content, early access, or VIP experiences via targeted email
• Measure the impact of loyalty programs on revenue and engagement

Over time, your brand earns the same kind of devoted following that fuels Skims’ valuation growth.

Step 5: Measure Skims-Inspired Success in Hubspot

Hubspot reporting lets you connect storytelling, cultural campaigns, and loyalty initiatives back to pipeline and revenue, just as investors evaluated the performance behind the Skims valuation.

Key Metrics to Track in Hubspot

Align your dashboards with metrics that reflect brand and growth momentum:

• New contacts acquired during major campaigns
• Conversion rate from cultural-moment landing pages
• Repeat purchase rate and time between orders
• Revenue attributed to launch and collaboration campaigns

These KPIs show whether you’re simply getting attention or building the deep demand that made Skims so valuable.

Turn Skims Insights into Your Own Growth System

Skims’ rise is not a fluke; it’s the result of clear positioning, cultural fluency, strong product storytelling, and a fan-focused community. With the right structure inside Hubspot, you can turn those same principles into a roadmap tailored to your market.

If you need help translating this strategy into concrete funnels, automations, and measurement plans, you can also explore specialized marketing support from partners such as Consultevo.

Use your Hubspot environment as the control center for campaigns inspired by Skims: document your story, orchestrate cultural moments, optimize launches, and measure every step. That’s how you transform case-study inspiration into real, compounding growth.