Influencer marketing dove cny 2026
Submitted by AnyMind Group

Dove New Year, New Shine Creator Campaign

Influencer Marketing

AnyMind Group ran a Chinese New Year creator and publisher campaign in Malaysia for Dove's Hya Keratin Shine haircare range, recording 43.6M+ total views.

16.1M+Total Reach
43.6M+Total Views
97.6K+Total Engagements
4.9M+Views (Kimberly)

About the campaign

Dove worked with AnyMind Group on a Chinese New Year campaign in Malaysia that recorded 43,600,000+ total views. The campaign promoted the Dove Hya Keratin Shine series as an everyday beauty essential. Dove wanted to break through festive content clutter and stay relevant beyond seasonal discounts.

The agency ran the work through its AnyTag and AnyDigital products. Creative studio 1119 Entertainment produced a festive music video featuring the Hya Keratin Shine Protective Nourishing Oil. The video was repurposed into Instagram Reels, TikToks and YouTube Shorts. AnyTag activated 30 Micro and 48 Nano influencers posting on Instagram Reels and Stories, TikTok and Xiaohongshu. The agency tracked all 188 pieces of content through AnyTag. Publisher Leesharing ran an advertorial, Facebook posts and Instagram and Xiaohongshu posts promoting a Sanrio ceramic pot gift with purchase.

The agency reports 16,100,000+ total reach across the campaign. Total engagements came to 97,600+, with 88,200+ likes and 9,200+ saves and shares. Creator Kimberly drew 4.9 million views on her own. The Leesharing placements generated 1,100,000 reach and 757,000 views.

Case in 60 seconds

Beauty and FMCG brands compete hard for attention in Malaysia before Chinese New Year, so Dove needed the Hya Keratin Shine series to cut through festive clutter and stay relevant beyond seasonal discounts.

Malaysian consumers treat the weeks before Chinese New Year as a head-to-toe reset for reunion dinners and gatherings, so hair earns a place in the festive routine because it shapes how people show up.

Dove cast the Hya Keratin Shine Protective Nourishing Oil as a festive-ready hair oil and carried it through entertainment and creator content rather than static festive creatives or hard-selling promotional messages.

1119 Entertainment produced a festive music video repurposed for Instagram Reels, TikTok and YouTube Shorts, while 30 Micro and 48 Nano influencers posted across Instagram, TikTok and Xiaohongshu, and Leesharing ran advertorials and Facebook posts.

AnyMind Group reports 16,100,000+ total reach, 43,600,000+ total views and 97,600+ total engagements, with Kimberly alone drawing 4.9 million views and Leesharing adding 1,100,000 reach and 757,000 views.

Strategy Breakdown

Malaysian consumers preparing for Chinese New Year, including the Mandarin-speaking community that Leesharing serves and new audience segments reached through fashion, fitness and hairstyling creators.
Chinese New Year in Malaysia is tied to head-to-toe transformation and a fresh start, which opens room for beauty brands while filling social, digital and retail channels with festive messaging.
Beauty and FMCG brands compete through festive promotions and seasonal discounts, so a haircare product risks losing relevance once the promotional spike passes.
Dove placed the Hya Keratin Shine oil inside festive preparation as the step that keeps hair smooth and healthy-looking through reunion dinners, social gatherings and celebrations.
Creators in fashion, fitness and hairstyling often experience hair damage from frequent styling, so their posts gave the product a working reason to appear in their content.

Creative & Execution System

Assets & channels

  • Instagram
  • TikTok
  • YouTube
  • Facebook
  • Other

Partners

  • AnyMind Group (lead agency)
  • 1119 Entertainment (production)
  • Leesharing (media)

Creator role

  • Kimberly

Results & Evidence

MetricValue
Total Reach16.1M+ reach
Total Views43.6M+ views
Total Engagements97.6K+ engagements
Total Likes88.2K+ likes
Total Saves and Shares9,200+ saves and shares
Views (Kimberly)4.9M+
Reach (Leesharing)1.1M+
Views (Leesharing)757K views
Pieces of Content188 pieces of content

Why AnyMind Group's strategy worked

  1. 1

    Widening a beauty roster into fashion, fitness and hairstyling creators lets a hair product enter content naturally, because those creators style often and already deal with the hair damage it addresses.

  2. 2

    One music video cut for several short-form platforms gives a festive asset repeated exposure, so the brand stays present across feeds without commissioning separate creative for each surface.

  3. 3

    Pairing a publisher that serves a Mandarin-speaking audience with a gift-with-purchase offer gives an awareness push a reason to act, because the Sanrio ceramic pot arrives from a source readers already trust daily.

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