For over 20 years, Dove has been working to make beauty a source of confidence for every woman. Dove has redefined beauty by celebrating real women and empowering them to define beauty on their own terms. From its iconic Body Wash to its latest innovations, every product is anchored in superior care that leaves skin radiant, smooth, and deeply cared for — helping women feel confident in their own skin.
In June 2025, Dove partnered with AnyMind to launch its Friyay influencer campaign in Singapore, spotlighting Dove’s new 2-step body care regimen, the Scrub and Foam, in its Blueberry variant. The objective was to drive awareness and consumption by tying the products to a relatable self-care regimen: winding down every Friday with pampering skincare that brightens and softens the skin.
The campaign ran across Instagram and TikTok, with a content strategy designed to make “Friday feel like Friyay” and encourage audiences to embrace self-care.
Powering the campaign with AnyTag
To ensure the Dove Friyay campaign maximized both reach and authenticity, AnyMind tapped into its proprietary influencer marketing platform, AnyTag. Using AI-powered KOL discovery and audience analysis, AnyTag helped narrow down millions of profiles into a highly curated shortlist of creators who matched Dove’s objectives, product positioning, and target demographics. This process ensured not just high follower counts, but the right audience fit. Thus, we went with four creators who are a mix of macro and micro KOLs to balance reach, creativity, and engagement:
- Benjamin Kheng (A macro-tier creator and a local artist in Singapore) anchored the campaign by creating a playful jingle, leveraging his strong music-driven following to set the tone.
- Deborah Quek (A macro-tier, lifestyle creator with a strong presence on TikTok) delivered a relatable skit featuring her husband, blending beauty with humor to connect authentically with her audience.
- Melody (A micro-tier, lifestyle creator) created creative TikTok content that resonated strongly with her niche audience.
- Fikah (A micro-tier creator on TikTok and Instagram) provided added reach and creativity across both platforms.
Throughout the campaign, AnyTag was also leveraged for campaign management, allowing Dove and AnyMind to coordinate deliverables, monitor timelines, and ensure consistent messaging across platforms. Once the content went live, AnyTag’s real-time tracking and insights provided transparency into views, reach, engagements, and shareability, enabling the team to measure effectiveness quickly and gather learnings for future campaigns.
Campaign Impact
The campaign delivered outstanding results, especially considering that only four creators were engaged. Benjamin Kheng’s custom jingle content stood out with strong traction and shareability, anchoring the campaign with mass awareness. At the same time, micro creators like Melody and Fikah exceeded expectations by collectively driving over 500,000 views and generating more than 3,000 authentic engagements. This balance of macro reach and micro-level resonance underscored the strength of the hybrid influencer mix.
Altogether, the influencer content generated over 980,000 views, reaching over 618,000 users, achieving a remarkable reach rate of 276.56%. Audiences actively engaged with the campaign, driving 9,879 interactions at an average engagement rate of 3.58%, highlighting its shareability and long-term relevance beyond immediate impressions.
Through this campaign, AnyMind helped Dove go beyond just awareness; we enabled the brand to cement its new 2-step body care regimen as part of consumers’ self-care routines. By tapping into relatable lifestyle content formats, Dove was able to build stronger emotional connections with audiences, creating visibility and genuine resonance. The campaign successfully positioned Dove’s Blueberry Scrub and Foam as symbols of modern self-care, tied to the joy of winding down every Friday.
Driving Lasting Impact with AnyMind
The success of the Friyay campaign proves that effective influencer marketing goes beyond a simple brand-creator partnership. The key was in the creative storytelling, which used relatable formats like music and comedy to build an authentic connection with audiences.
The hybrid KOL strategy, leveraging macro-creators for reach and micro-creators for genuine engagement, was critical to achieving both massive views and high-value interactions. This strategy was powered by AnyTag, which provides a data-driven approach to discover, manage, and measure the performance of influencer campaigns.
The campaign not only transformed a premium product launch into a memorable moment, but also reimagined how Dove brings care to a new generation—turning every Friday into a shared moment of glow, relaxation, and real connection. The partnership with AnyMind and the use of its technology helped Dove create a blueprint for authentic, data-driven amplification in the digital age.
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