Submitted by Nativa

Dial: Micro Influencer Campaign

Nativa activated seven diverse micro influencers across TikTok and Instagram for Dial body wash and hand soap, generating more than 14.6 million total views.

generating more than 14.6 million viewsviews

Case in 60 seconds

Dial needed visibility for body wash and hand soap on TikTok and Instagram, where a mass-market cleaning brand competes for attention against creator content that audiences chose rather than content served to them.

The campaign appears to turn on the belief that small accounts carry proof of relationship rather than proof of reach, because a 4 percent engagement rate on a 2,000 follower account signals an audience that reads and replies rather than one that scrolls past.

Build the activation on measured creator quality rather than follower scale, selecting seven micro influencers against fixed impression, engagement and audience benchmarks so that authenticity became a screening standard rather than a creative aspiration.

Nativa took an approved Henkel content brief, presented a curated 2025 Content Creator deck of vetted personas, and activated seven United States based micro influencers with 2,000 to 20,000 followers to produce two branded Instagram Reels or TikTok posts each, fourteen assets carrying product usage, brand tagging and campaign hashtags, all boosted with paid support and backed by three month category exclusivity, a twelve month live minimum, six month paid media rights and roughly thirty sampling units.

Nativa reports more than 14.6 million total views across the fourteen assets, with reporting on engagement rate, unique reach, impressions, clicks, video views and creator compensation integrated into the 2025 United States and Global dashboard for year over year comparison.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Audiences of diverse, United States based micro influencers, with Hispanic and African American creators included to strengthen cultural relevance.
Cleaning and personal care products sit in routine rather than in conversation, so the campaign placed them inside creators' own storytelling instead of asking audiences to attend to a product claim on its own terms.
Body wash and hand soap are low involvement purchases with little to say, which is why the page frames the work around retail visibility and repeated creator exposure rather than around a single idea or a message the category could own.
Dial supplied product, approved claims and messaging through a Henkel content brief, and kept oversight of every post, so the brand acted as the compliance boundary within which creators wrote in their own voice.
Based on the available evidence, the selection standards read as a bet that comment quality and positive follower growth predict whether a recommendation lands, because both indicate an audience still forming a relationship with the account rather than one already tuned out.

Creative & Execution System

Assets & channels

  • Instagram
  • TikTok

Partners

  • Nativa (lead_agency)

Results & Evidence

MetricValueResult type
viewsgenerating more than 14.6 million viewsvideo_views

Why Nativa's strategy worked

  1. 1

    Publishing the screening benchmarks in advance, at 1,700 average organic impressions and 120 average organic engagements and a 4 percent engagement rate, turns creator selection into something a client can approve before spend rather than defend after it.

  2. 2

    Pairing a small creator roster with paid amplification on every asset separates the two jobs, because the creator supplies the credibility while the media buy supplies the volume that seven small accounts cannot reach organically.

  3. 3

    Rights terms set at the point of contracting, including three month category exclusivity, a twelve month live minimum and six month paid media rights, convert a short activation into an asset library the brand can keep using.

  4. 4

    Folding creator compensation into the same dashboard as reach and engagement makes cost per outcome comparable year over year, which is what allows a repeat program to be argued for on evidence rather than on the last campaign's headline number.

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