Custom Content

Our Approach:

Strategic Creative That Moves Her

SKM Lab specializes in creating custom content for theSkimm's brand partners. We leverage over a decade of zero- and first-party data to help your brand connect authentically to generations of informed, engaged, confident women.

A few of our favorite things:

Finance

MassMutual’s “Stay Ready” campaign celebrated athletes and empowered women to plan and protect their financial futures with confidence.

We partnered with iShares on a custom research study uncovering how women invest, paired with a fully designed report and multi-platform rollout.

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Through our Skimm Tested franchise, we shared a real mom’s experience setting up life insurance, then featured her learnings in a custom article and newsletter.

We teamed up with two financial influencers for a custom video series featuring money tips on splitting expenses and avoiding scams, powered by Zelle.

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TaxAct’s campaign delivered expert-backed, approachable tax content that built confidence and positioned the brand as a trusted partner during tax season.

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Auto

Alfa Romeo’s campaign highlighted its legacy of passion and precision through bold storytelling that connected iconic heritage to modern culture.

We partnered with iShares on a custom research study uncovering how women invest, paired with a fully designed report and multi-platform rollout.

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Driving impactful awareness & increased consideration by establishing the Ford Escape as the vehicle that helps her get away.

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The Porsche Macan campaign connected culture and ambition, showing how the Macan elevates everyday experiences and fuels their drive forward.

Beauty

Spotlighting Nulastin serums as summer beauty must-haves, helping routines  feel fresh and effortless.

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Skimm Tested proved Thrive Causemetics’ Liquid Lash Volumizer™ Mascara gives a faux-lash look with 16-hour volume—no flakes, no smudge, no hassle.

Medik8’s Total Cream Moisturizer launch inspired skincare lovers to shop and boosted product buzz.

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Entertainment

In a dedicated newsletter, we recapped all of the royal drama (from leaked tapes to Diana's revenge dress) to get Skimm'rs ready for the final season.

We spotlighted A24's new film We Live In Time with Florence Pugh and Andrew Garfield, plus promoted a $1K giveaway for opening weekend ticket-holders.

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To celebrate The Idea of You starring Anne Hathaway, we created a custom newsletter featuring swoon-worthy meet cute stories from real Skimm’rs.

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For Women’s History Month, we featured Nat Geo’s QUEENS in a custom newsletter highlighting the women-led team behind the powerful new series.

We grabbed Skimm’rs’ attention with bold NBC visuals and an interactive countdown, driving eyes to the Paris Olympics opening ceremony.

Food & Bev

We amplified Starbucks’ PSL rollout with custom newsletter moments and the first-to-market debut of our Daily Forecast in the Daily Skimm.

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Oscar Mayer brought playful energy to mornings with Scramblers, using bold creative and high-impact email to drive awareness and engagement.

We promoted DoorDash’s summer DashPass offer with newsletter placements in the Daily Skimm and engaging content on Instagram.

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Mission-based

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Whirlpool’s Care Counts campaign raised awareness of chronic absenteeism, showing how access to clean clothes helps kids stay in school.

We integrated Climate Power across the Daily Skimm newsletter, driving awareness and action on clean energy through bold editorial moments.

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We created a custom newsletter with eye-catching GIFs to drive urgency and boost donations for UNICEF’s limited-time 5X match campaign.

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Pharma

We partnered with Pfizer on a custom video featuring a medical influencer to explain why clinical trials are key to developing new treatments.

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Opzelura drove eczema awareness with expert-led content from Dr. Sandra Lee, amplified across social and newsletter to spark interest in a trusted solution.

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Dynavax used geo-targeted content across social, email, and newsletter to simplify vaccination steps and inspire proactive health decisions.

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Annovera sparked cultural conversation with a comedy special led by Whitney Cummings, tackling taboos and championing unapologetic women’s health.

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The Fertility Out Loud campaign used honest conversations in our Asking for a Friend series to empower women and support every stage of their fertility journey.

Real Estate

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Brookfield Place transformed holiday shopping into an immersive Winter Wanderland, driving foot traffic with festive activations and social buzz.

The “Making the Move” series spotlighted real women’s homebuying stories, showcasing how REALTORS® provide expertise, guidance, and support at every step.

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We promoted Chase’s mortgage offerings with educational newsletter placements that helped Skimm’rs feel confident about homebuying.

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Retail

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We created two social-first videos for Hallmark’s Surprise Cardy and Mother’s Day campaigns, bringing heartfelt moments to Skimm’rs' feeds.

We supported Walmart’s holiday strategy with three dedicated emails timed to peak shopping moments, featuring curated gift picks for every list.

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We featured QVC products in Quick Hits and Just Trust Us, using trusted editorial spaces to drive discovery and shopping among Skimm’rs.

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Style

Nike’s Bloom Run Collection came to life through bold content and shoppable moments that boosted brand love, creativity, and everyday versatility.

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We featured Vuori in year-round Daily Skimm placements, keeping their versatile, comfort-first essentials top of mind for our audience.

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We created a custom astrology-themed email for Platinum Born, pairing cosmic energy with platinum picks — plus an exclusive Skimm’r discount.

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As part of our Unwrapped holiday tentpole, we teamed up with Victoria’s Secret on a custom gift guide that made shopping for others (or yourself) easy.

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We spotlighted DKNY’s new commuter tote with custom Skimm Weekend placements and Instagram Stories that blended everyday ease with luxe appeal.

Tech

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We Skimm Tested Shark’s Cordless Detect Pro and shared our real results in a custom video and article featured in our holiday Unwrapped tentpole.

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We partnered on a custom video where influencer Katie Romero shared her Sunday reset routine, powered by Bose’s new Ultra Open Earbuds.

We partnered with Samsung to reach multitasking Gen Z and millennial Skimm’rs through high-impact newsletter takeovers and trusted product recs.

We highlighted the many back-to-school uses of the Apple Gift Card in the Daily Skimm and a custom gift guide for students, teachers, and parents.

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We created a custom newsletter highlighting Instagram’s new teen accounts and the tools parents can use to help keep their kids safe online.

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Wellness

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We educated Skimm’rs on habit formation and GLP-1 use through an animated video, a custom audio episode, and newsletter promos that positioned Noom as a trusted wellness partner.

We partnered on a Skimm Tested video featuring three easy, nutrient-packed recipes using Amazing Grass products.

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We created a dedicated New Year’s newsletter with BetterHelp, featuring journal prompts to reduce stress and boost self-awareness.

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Travel

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We created a custom Skimm Weekend section for Memorial Day, featuring real poolside staycations Skimm’rs could book in major cities nationwide.

We featured HotelTonight in a custom Skimm Weekend section, spotlighting last-minute getaways with Airbnb perks for spontaneous travelers.

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We featured Scottsdale as a must-visit destination with inspiring travel content in the Daily Skimm and Instagram to spark vacation planning.

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Trophy Case

Best Multi-Platform Video Campaign theSkimm & the NAR Present Video Series: “Making THE Move”

2025

Best Branded Content Program – B2C theSkimm: Bridgerton Branded Content

2022

Best Brand Film on a Budget| theSkimm & Annovera Un-apologize: A Whitney Cummings Comedy Special

2023

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Custom Content

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Custom Content

Products

audience & insighTs

theSkimm

The Company

Custom Content

Products

Audience & Insights

Get to know us

Ready When You Are.

theSkimm

The Company

Contact

Custom Content

Products

Audience & Insights

VIEW PROJECT