At a glance
- Launch: 10 KOLs, 280,114 views, 176,112 reach and 2,233 engagements, at an estimated RM0.04 per view.
- Follow-up (May–June 2026): 10 KOLs, 23,876 views and 1,408 engagements.
- The launch was about 10 times more cost-efficient per view than the follow-up.
- The lesson: refresh the creator mix and the content between waves.
The brief
Boony & Co is a new beauty supplement brand in Malaysia, sold through pharmacies. For its launch, the brand needed what every new name needs: awareness, from people who had never heard of it. After the launch, a second campaign aimed to keep the brand visible and keep introducing it to new customers.
Wave 1: The launch
We worked with 10 KOLs whose content style and audience matched the brand. Each worked Boony & Co into their everyday, lifestyle content, so the introduction felt natural rather than like an advert.
- 280,114 views and 176,112 reach, at an estimated cost of RM0.04 per view and RM0.06 per person reached.
- 2,233 engagements, including 1,799 likes, 184 comments and 250 shares.
- Strong posts came from creators with 35,000 to 45,000 followers. One conversational, visually appealing post reached a 3.4% engagement rate.
Wave 2: The follow-up
From May to June 2026, a sustenance campaign used the same approach: 10 KOLs with lifestyle-led, relatable content, aimed at keeping the brand in front of existing audiences and reaching new ones.
- 23,876 views and 15,903 reach, at an estimated RM0.42 per view.
- 1,408 engagements. Interaction held up better than reach did.
Launch vs follow-up
| Launch | Follow-up | |
|---|---|---|
| KOLs | 10 | 10 |
| Views | 280,114 | 23,876 |
| Reach | 176,112 | 15,903 |
| Engagements | 2,233 | 1,408 |
| Estimated cost per view | ~RM0.04 | ~RM0.42 |
Why the follow-up dropped, and what we changed
A new brand is news. The second time around, the same kind of content in similar feeds is easier to scroll past. That's audience fatigue, and it's common in sustenance campaigns. We don't hide it; we plan for it. For the next wave, we recommended:
- Refresh the creator mix. Bring in new creators alongside the proven ones to reach new audiences.
- Use stronger hooks. More short-form video with storytelling openers that stop the scroll.
- Add clear calls-to-action. Invite viewers to comment, share or try the product.
- Boost the winners. Put paid boosting behind the best posts to keep reach up efficiently.
Launching or relaunching a beauty brand?
See our managed influencer marketing, read the influencer marketing cost guide, or browse more case studies.
Frequently asked questions
How many influencers does a new beauty brand need for a launch?
Boony & Co launched with 10 KOLs and reached 280,114 views and 176,112 people, at an estimated RM0.04 per view.
Why do follow-up influencer campaigns sometimes perform worse?
Audience fatigue. Boony & Co's follow-up used the same approach and reached 23,876 views, about a tenth of the launch. Refreshing creators and content hooks between waves helps.
How do you keep a sustenance campaign efficient?
Mix new creators with proven ones, use short-form video with strong hooks, add clear calls-to-action, and boost the best-performing posts.