At a glance
- 8.3 million+ views and 5.6 million+ reach across six linked campaigns in 2025.
- Around 90 creator collaborations: a celebrity brand ambassador, nano and micro KOLs, and 30 product seeders.
- About 69,000 engagements, with the seeding wave alone producing 30,000 of them.
- An estimated cost per view of around RM0.04 across the whole programme, against an industry benchmark of about RM0.15.
The brief
Feminine care is a category people rarely talk about out loud, which makes it hard to market. The brand wanted to stay visible all year, not just during one launch, and to show up in the places where its audience was already paying attention: fashion, lifestyle and everyday routines.
So instead of one big campaign, we built a programme in layers: a familiar face to anchor the brand, a burst of creator content around a major fashion week in Kuala Lumpur, and a long tail of everyday content to keep the conversation going.
How we structured the year
| Phase | Creators | Posts | Views | Engagements |
|---|---|---|---|---|
| Brand ambassador (all year) | 1 | Ongoing | 402,248 | 15,589 |
| Pre-fashion-week, June | 8 | 16 | 3,765,739 | 1,800 |
| Pre-fashion-week, July | 8 | 16 | 62,306 | 1,726 |
| Fashion week | 27 | 48 | 1,467,888 | 8,132 |
| Product seeders | 30 | 47 | 90,919 | 30,050 |
| Sustenance campaign | 16 | 37 | 2,576,815 | 11,621 |
| Total | ~90 | 8,365,915 | 68,918 |
1. A celebrity ambassador to anchor the brand
A well-known Malaysian actress and host was the brand's ambassador for 2025. Her posts reached 454,924 people and drew 15,589 engagements, with her best posts passing 60,000 views each. An ambassador gives a sensitive category a trusted, familiar voice, and gives every other creator in the programme something to build on.
2. Building up to the fashion week
In June and July, 16 nano and micro KOLs (2,000 to 50,000 followers) each posted an Instagram Reel, synced to TikTok, before the fashion week began. The June wave alone passed 3.7 million views. Drafts ran late because KOL selection took longer than planned, but every post went live before the event, as promised.
3. The fashion week itself
During the event, 27 creators produced 48 posts, reaching more than a million people with 1.47 million views. Fashion week gave the brand a natural, stylish reason to appear in creators' feeds, far from the usual product-shot approach of the category.
4. Thirty seeders, almost no fee
Alongside the paid creators, 30 seeders received product and shared it in their own words. Their 47 posts produced only 90,919 views, but 30,050 engagements: an engagement rate of about 33%, and nearly half of all engagement in the programme. For a category built on trust, real people recommending the product to their friends is hard to beat.
5. Keeping the conversation going
After the event, a sustenance campaign with 16 creators kept the brand in feeds with everyday, routine-led content. It delivered 2.58 million views and 11,621 engagements, with one creator of 515,000 followers among the top performers.
What we learned
- Layer reach and trust. Big views came from paid KOLs; the deepest engagement came from seeders. A programme needs both.
- Give a sensitive category a stylish reason to appear. Fashion week let creators talk about the brand naturally, without awkward product explanations.
- Lock timelines early. KOL selection took longer than planned in the first wave. Clearer timelines and closer follow-ups kept later waves on schedule.
- Don't stop after the big moment. The sustenance phase delivered almost a third of the year's views.
Planning your own KOL programme?
See how we price campaigns in our influencer marketing cost guide, learn about our managed influencer marketing, or browse more case studies.
Frequently asked questions
How long should a KOL programme run for a feminine-care brand?
Ideally all year. This brand combined an ambassador, a build-up before a fashion week, the event itself and a sustenance phase, and the phase after the event delivered almost a third of the year's 8.3 million views.
Do product seeders work without a creator fee?
Yes, for engagement. In this programme, 30 seeders who received product but no fee drove 30,050 engagements, nearly half of the total, at an engagement rate of about 33%.
What does a feminine-care KOL campaign cost in Malaysia?
It depends on the mix of creators. Across this programme, including a celebrity ambassador, the estimated cost per view was around RM0.04, against an industry benchmark of about RM0.15.