How Dermal Therapy Turned Skin Problems Into an AI-Powered Influencer Campaign

About the Brand

Dermal Therapy does not waste your time. No ten-step routines, no ingredient lists that require a chemistry degree. Just clinically tested, dermatologist-recommended skincare that gets to the point: cream for targeted areas, lotion for larger ones.

What it needed was a place on Singapore’s social feeds. And that is a very different conversation.

The Campaign Objectives

The campaign aimed to:

• Build awareness for the Dermal Therapy range among Singapore consumers
• Explain the cream versus lotion format distinction quickly and memorably
• Drive engagement through short-form video on Instagram and TikTok
• Reach lifestyle, family, and wellness audiences without losing focus

The Challenges

Standing out in a high-skepticism category

Skincare audiences on Instagram and TikTok have seen everything. They know what a sponsored post looks like. They know when someone is reading from a brief. And the moment content feels like an ad, they are gone.

For Dermal Therapy to land, it needed to feel like a recommendation from someone you actually trust, not a brand message wrapped in an influencer’s face.

Simplifying product education for short-form content

The cream versus lotion distinction is genuinely useful information. But useful information delivered slowly is just noise. The campaign had to make it click within seconds, and make it stick long after the video ended.

Reaching a broad audience without losing focus

Dry, itchy, irritated skin affects parents managing their children’s eczema, gym-goers dealing with post-workout irritation, and everyone who has ever sat through a meeting trying not to scratch their arm. Reaching all of them without the campaign dissolving into a message that meant nothing to anyone required real precision in who told the story and how.

Our Solution

Matching influencers by audience fit, not follower count

We matched Dermal Therapy to verified influencers across lifestyle, family, and wellness communities, selecting on audience fit, engagement history, and past campaign performance. Not who looked impressive in a spreadsheet. Someone where people would actually believe.

The influencers did not open with product features. They opened with the feeling everyone recognised: that specific, distracting discomfort of skin that will not leave you alone.

Using Instagram and TikTok for what each platform does best

Instagram Reels carried structured, reassuring content backed by credibility signals like clinically tested and dermatologist recommended. TikTok carried raw, conversational storytelling that matched the platform’s native tone.

Running both together meant the campaign reached consumers across different content behaviours and at different points in their awareness journey.

Keeping the product message simple and repeatable

Cream for small targeted areas. Lotion for larger ones. That line ran through all of the content, in every influencer’s voice, across both platforms.

Simple enough to land in three seconds. Memorable enough to follow you to the pharmacy shelf on Saturday.

The Results

• 91.4K Cumulative Reach, across both platforms
• 45.7% Engagement Rate by Reach, meaning nearly half of everyone who saw the content stopped and interacted with it
• SGD0.10 Cost per Reach, delivering broad awareness at a fraction of what most paid media budgets would spend for the same visibility

Why This Campaign Worked

It started where the audience already was: a skin problem they recognised, told by people they already followed, in a voice that did not sound like it came from a brand deck.

When influencers across two platforms tell the same story in their own way, it stops feeling like a campaign. The repetition built recall, the platform-specific content built reach, and one simple product message gave audiences something they could actually act on at the pharmacy shelf.

For skincare brands looking to run influencer marketing in Singapore, this is what the right match looks like.

Thinking about running an influencer marketing campaign for your brand? Book a free demo with AtisfyReach and find out what the right match looks like for your goals.