The stark reality is that in the U.S., a woman is diagnosed with breast cancer every 2 minutes, and every 12 minutes, we lose another to this disease, an alarming fact that touches nearly every family and community.

In October 2024, during National Breast Cancer Awareness Month (NBCAM), SKIMS partnered with Susan G. Komen to amplify awareness and inspire action through a campaign led by actress, mother and breast cancer survivor Olivia Munn.

By sharing Olivia’s deeply personal story, SKIMS and Komen reached millions and created a renewed sense of urgency around breast health. Olivia modeled select SKIMS bras and shapewear—with her mastectomy scars visible–, and from October 21-31, 10% of gross U.S. bra sales were donated to support Komen’s mission. This authentic, story-lead approach generated tens of millions of organic social media impressions, marking one of the most impactful partner campaigns Komen has seen.

Purpose

October’s Breast Cancer Awareness Month brings heightened public attention, but also intense competition for visibility. Rather than contribute to the noise, SKIMS and Komen took a different path: one rooted in vulnerability and authenticity.

Olivia Munn’s story became the heart of the campaign. Her willingness and unfiltered look at her diagnosis and journey allowed both brands to forge a more meaningful connection with audiences. Her voice and stark images cut through the clutter, inspiring action, support and conversation far beyond product promotion.

Objective & Strategy

The partnership aimed to:

• Raise breast cancer awareness and drive traffic to Komen.org to learn more about breast health, including baselines breast checks, personal risk factors, family history and healthy lifestyle choices.
• Foster emotional engagement between SKIMS and its audience, particularly breast cancer survivors, by offering solutions-oriented products that provide comfort, support, and confidence. Beyond financial contributions, SKIMS aimed to amplify the voices of those affected by breast cancer.
• Elevate Komen’s brand visibility and relevance through and organic, influencer-led strategy.

Success was defined by both qualitative and quantitative outcomes:

• Quality and resonance of content (measured via sentiment and engagement)
• Organic impressions and media pickup
• Lift in Komen.org engagement

Execution

The partnership was anchored in a fully integrated social media plan to meet audiences where they are and where stories resonate the most. The campaign imagery featured Olivia modeling SKIMS bras and proudly displaying her mastectomy scars, images rarely seen in mainstream media. These visuals promoted body positivity and honored the reality that breast cancer affects people of all ages, background and body types. At the heart of the strategy was authentic, emotionally driven content featuring Olivia Munn, shared across a coordinated network of platforms including Komen, SKIMS, Olivia Munn and other high-profile influencers and celebrities.

Key components included:

• Social-first Content Strategy
  • Social creative assets featuring photos of Olivia provided by SKIMS were developed specifically for this campaign and content was optimized for platform-specific behavior.
• Multi-Channel Distribution
  • Content launched simultaneously across Komen’s, SKIMS’ and Olivia Munn’s social media channels. Olivia’s reach added powerful organic momentum with her posts receiving high engagement and emotional responses from followers.
• Influencer Amplification
  • Curated and coordinated a group of supporters to amplify social content including select High-reach influencers, ranging from lifestyle and fashion creators to breast cancer advocates, tagging both SKIMS and Komen and helping to extend reach beyond core audiences.
• Podcast Integration with Social Distribution
  • Olivia’s two-part interview on Komen’s Real Pink podcast was cut into digestible, emotional soundbites and quote graphics. These were rolled out on social to drive traffic to the full episodes, which become the most downloaded in the show’s history.
• Media Cross-Promotion
  • Coverage from The Today Show, InStyle Magazine, USA Today and other media outlets was also shared socially, adding third-party credibility and virality to the campaign. These media mentions were reposted and shared across platforms by all partners, further extending the conversation.
• Paid + Organic Integration
  • While the majority of reach was organic, Komen boosted select posts to reach more targeted users,

“It’s an honor to partner with SKIMS and Susan G. Komen on this incredible campaign. This cause is deeply personal to me, and I’m proud to help drive awareness and conversation around it.”
– Olivia Munn

The campaign’s cross-platform consistency, combined with the raw emotional resonance of Olivia’s story, created a groundswell of engagement. Comments across platforms showed how deeply the message connected with people, not just as consumers, but as daughters, mothers, survivors and advocates.

Results

This campaign exceeded every benchmark, becoming a standout during NBCAM:

• Global Social Media Reach: 1.3 billion
• U.S. Social Media Reach: 29.2 million
• Estimated media value: $4 billion+
• PR value: $13.2 million
• SKIMS donated a significant percentage of sales proceeds to support Komen’s mission
• Komen.org engagement increased 15% YOY during NBCAM—even amid presidential election media saturation
• 500% increase in visit to breast cancer risk assessment tool

Beyond metrics, the campaign sparked community and conversation. Feedback from customers empathized the emotional resonance of the story and gratitude for SKIMS’ thoughtful approach. Olivia’s continued support, following and engaging with Komen beyond the campaign underscores the lasting value of the partnership.

Visuals

Susan G. Komen

Oliva Munn

SKIMS

Media | Influencers & Celebrities

Credits

Sarah Rosales – SVP, Corporate Partnerships & Direct Marketing
Melody Conley – VP, Integrated Marketing
Zehra Mehdi-Barlas – Sr. Director, Public Relations & Communications
Marissa O’Donnell – Sr. Director, Corporate & Foundation Giving
Kim Schmulowitz – Director, Social Marketing
Julie McBurnett – Director, Brand Marketing and Partnerships
Shannon Michaelson – Sr. Manager, Marketing Partnerships/Real Pink Podcast
Anjali Patel – Sr. Manager, Creative Marketing
Barbara Hollis – Graphic Designer, Marketing
Tracy Romulus – Co-GM at NikeSKIMS and EVP, Communications & Entertainment at SKIMS
Sloane Anderson – Retail Marketing Manager, SKIMS
Samantha Ruiz – Public Relations Manager, SKIMS
Nazzo Khalil – Digital Content Manager, SKIMS