New Year, New Shine: How Dove Turned Festive Beauty Rituals into a High-Impact Cultural Campaign with AnyMind

Chinese New Year is one of the most commercially competitive periods in Malaysia, with beauty and FMCG brands aggressively competing for consumer attention through festive promotions and seasonal campaigns. For Dove, the challenge was not only to drive awareness during the festive period, but also to sustain relevance beyond the seasonal spike and position the Dove Hya Keratin Shine series as an everyday beauty essential.

In partnership with AnyMind Group, Dove launched an integrated, entertainment-led campaign designed to embed the Hya Keratin Shine range into consumers’ festive preparation rituals. By combining creator marketing, premium publisher amplification, and culturally resonant short-form entertainment, the campaign successfully transformed the product from a functional haircare solution into part of consumers’ Chinese New Year beauty routine.

Powered through the synergy of AnyTag and AnyDigital, the campaign generated more than 43.6 million views and reached over 16.1 million users across Malaysia.

The market challenge

In Malaysia, the weeks leading up to Chinese New Year are heavily associated with “head-to-toe” transformation. Consumers invest in new outfits, beauty routines, and personal grooming as part of welcoming prosperity and a fresh start for the year ahead.

This cultural behavior creates a significant opportunity for beauty brands, but also results in an extremely crowded media environment where consumers are continuously exposed to festive messaging across social, digital, and retail channels.

Dove faced two primary challenges:

• Break through intense festive-season content clutter
• Sustain product relevance beyond promotional messaging and seasonal discounts

Rather than competing solely through traditional festive advertising, Dove sought to create a campaign that felt culturally relevant, entertainment-native, and organically integrated into consumers’ daily social content consumption.

Strategic insight

During Chinese New Year, beauty preparation goes beyond appearance. Hair, confidence, and self-expression become part of how consumers show up for reunion dinners, social gatherings, and festive celebrations.

Dove identified an opportunity to position the Hya Keratin Shine Protective Nourishing Oil as a “festive-ready” essential hair oil that helps consumers achieve smooth, healthy-looking hair throughout the busy celebration period. To bring this idea to life, Dove leaned into entertainment and creator culture rather than relying on static festive creatives or hard-selling promotional messages.

Building a multi-touchpoint festive ecosystem

To maximize cultural relevance and campaign reach, Dove partnered with AnyMind Group to execute an integrated multi-platform strategy powered by AnyTag and AnyDigital. By combining creator intelligence, premium publisher amplification, and centralized campaign optimization within a single ecosystem, AnyMind enabled Dove to orchestrate synchronized storytelling across multiple consumer touchpoints in real time.

A multi-platform execution across content, influence, and publishing

Leading with cultural entertainment: New Year, New Shine!

Dove collaborated with 1119 Entertainment, a Malaysian creative studio specializing in dance talent, professional choreography, and music video production. Together, they produced a vibrant music video that integrated Dove’s Hya Keratin Shine Protective Nourishing Oil with a catchy festive anthem. The content was strategically repurposed into Instagram Reels, TikToks, and YouTube Shorts to ensure the campaign stayed top-of-mind across all major short-form video platforms.

Driving awareness via local premium publishers with AnyDigital

Through AnyDigital, the campaign secured high-authority placements with prominent digital publishers, specifically Leesharing. Leesharing is a major digital publisher in Malaysia that caters primarily to the Mandarin-speaking community, providing essential lifestyle and daily information.

The execution included a detailed advertorial on their website, strategic Facebook posts on their official page and partner pages, and dedicated posts on Instagram and Xiaohongshu. This phase focused on conversion by highlighting Dove’s “Gift with Purchase” (GWP) deals, specifically the highly sought-after Sanrio ceramic pot. As the platform supported both brand awareness and performance objectives, Dove’s content remained consistently discoverable while driving strong engagement throughout the campaign, helping sustain visibility and audience impact over time.

Authentic influence at scale with AnyTag

The influencer portion of the campaign, managed via AnyTag, activated a massive network of 30 Micro and 48 Nano influencers. AnyTag’s AI-driven discovery tool was utilized to filter and identify creators whose audience demographics perfectly aligned with the brand. While beauty influencers remained the core of the campaign, expanding the creator pool into fashion, fitness, and hairstyling categories allowed for a more organic integration of the Hya Keratin series. This strategic diversification across different beauty verticals enabled the brand to showcase product benefits through authentic storytelling, as these creators often experience hair damage from frequent styling, effectively strengthening awareness across new audience segments.

To maximize reach, influencers posted simultaneously across multiple platforms, including Instagram Reels and Stories, TikTok, and Xiaohongshu, ensuring consistent messaging was delivered to a wide audience. AnyTag further provided real-time insights and automated campaign monitoring and tracking to ensure seamless execution across all 188 pieces of content.

Delivering record-breaking success for the new year

The campaign’s synergy between cultural entertainment and integrated technology delivered a massive impact across all digital channels.

• Total Reach: 16,100,000+
• Total Views: 43,600,000+
• Total Engagements: 97,600+
• Total Likes: 88,200+
• Total Saves and Shares: 9,200+

A standout performer was Kimberly, who independently garnered over 4.9 million views. By understanding her audience’s preferences and delivering high-quality, creative video execution, she effectively showcased her unique style, which contributed significantly to her exceptional performance and the campaign’s overall visibility. Through this integrated approach, Dove successfully transitioned from a standard product to a core part of the Malaysian festive tradition.

On the publisher front, the premium amplification driven by AnyDigital through Leesharing generated over 1,100,000 reach and 757,000 views. By pairing high-intent product information with the highly sought-after Sanrio ceramic pot deals, these placements successfully converted passive awareness into immediate retail curiosity and consideration. The publisher acted as a trusted lifestyle authority, bridging the gap between digital entertainment and seasonal performance by providing essential daily value that naturally guided consumers toward active purchase decisions.

Scaling success through the AnyMind ecosystem

Through an integrated ecosystem spanning creators, publishers, entertainment content, and data-driven optimization, AnyMind helped Dove transform festive relevance into large-scale consumer visibility and engagement across Malaysia.

The campaign demonstrates how brands can combine entertainment, influencer ecosystems, and premium publishing to create culturally resonant campaigns that extend beyond seasonal awareness and drive meaningful audience connection at scale.

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