Unilever is one of the world’s leading fast-moving consumer goods (FMCG) companies, with Dove as a flagship brand known for championing real beauty, self-care, and women’s empowerment. In Malaysia, Dove continues to build meaningful brand affinity by anchoring campaigns in emotional storytelling and societal impact.
In October 2025, Dove collaborated with Breast Cancer Welfare Association Malaysia (BCWA) and AnyMind Group to launch the Pinktober #BeautyBeyondMirror campaign, a nationwide movement encouraging women to prioritise both skin health and breast health. The campaign blended physical activation, digital storytelling, and influencer-led education to spark awareness around early detection, while reinforcing Dove’s mission of caring for women beyond surface-level beauty.
The campaign aimed to inspire Malaysian women aged 25-45 to view self-care not just as an indulgence, but as an act of empowerment. Central to the initiative was driving greater awareness around breast cancer and encouraging early detection through Dove’s collaboration with BCWA.
By amplifying real stories and relatable moments through influencers, the campaign aimed to deepen emotional connection with the Dove Body Wash range—Beauty Nourishing, White Peach & White Tea, and Sakura Blossom—while promoting a healthier, more intentional approach to personal care.
Supercharging Pinktober awareness through creator storytelling powered by AnyTag
The campaign was designed as a dual-track activation, where on-ground outreach and influencer-driven content ran concurrently to maximise awareness and impact throughout Pinktober. While the BCWA MURNI mobile clinic travelled around Rawang, Malaysia, offering free clinical breast examinations, supported by Dove product giveaways to encourage holistic self-care, the digital side of the campaign worked simultaneously to amplify the message at scale.
At the heart of this amplification was a comprehensive influencer marketing strategy using AnyTag, our proprietary AI-powered influencer marketing platform. We shortlisted a diverse roster of 20 creators across nano, micro, and macro tiers, selected for their authenticity, audience fit, and ability to communicate sensitive topics with warmth and relatability. AnyTag’s AI-driven discovery tools helped narrow millions of potential profiles into a precise creator list aligned with Dove’s theme of empowerment and self-care.
These creators published their content on Instagram, TikTok and XiaoHongShu (XHS), blending personal narratives, self-care reminders, and breast health education. They also promoted the free mammogram initiative, where each creator selected five winners, totalling 100 complimentary mammograms, reinforcing the importance of early detection and driving strong community participation.
Driving real engagement, real conversations, and real action
The Dove Pinktober campaign delivered strong, meaningful impact across social platforms and on-ground engagement, driven by a powerful combination of creator authenticity and community-focused storytelling. Across Instagram, TikTok, and XHS, the 20 creators generated high viewership, sustained engagement, and strong save/share behaviours, signalling that the content resonated beyond passive scrolling.
The campaign accumulated over 137,000 total reach, more than 208,000 views, and nearly 6,000 engagements, resulting in an impressive average engagement rate of 22.59%. With 1,210 saves and shares, the content clearly resonated, signalling that audiences found it valuable enough to revisit or pass along. The comments section expresses support, curiosity, and encouragement toward breast health conversations.
The influencer-led mammogram initiative also drove impactful participation, with 459 women entering for a chance to receive a free mammogram screening, a tangible sign that the campaign shifted awareness into action. Several creators saw their audiences asking questions about check-up procedures, breast health myths, and early detection tips, transforming social content into a space for education and empowerment.
Empowering women to prioritise their health, inside and out, with AnyMind
Beyond the numbers, the campaign left a lasting emotional and societal impact. By using creators to spark real conversations around self-care and early detection, the initiative helped normalise a topic that many women often hesitate to discuss.
Audiences shared personal stories, expressed gratitude for the reminder to prioritise their health, and encouraged one another to take preventive action. This shift from passive awareness to active community dialogue is the campaign’s most meaningful outcome.
If you’re looking to create purpose-driven campaigns that blend meaningful storytelling with measurable impact, our team at AnyMind is here to help. From influencer marketing to AI-powered campaign optimization, we turn ideas into work that moves both people and brands.
Connect with us to explore how we can support your next campaign!
