AI-Powered Influencer Marketing Cleans Up on Engagement with Selleys

About the Brand and Product

Selleys has built a reputation for practical household solutions that simplify daily life.

With its Laundry Liquid Detergent range, the brand wanted to show that clean laundry can feel effortless and rewarding when done right.

The range included three specialised variants: Colour Care, Indoor Drying, and Anti-Bacterial. Each was designed to solve specific problems such as musty indoor smells, bacteria buildup, or faded clothes.

Selleys set out to position its detergents as the smart, reliable choice for every household in Singapore.

The Campaign Objectives

The campaign aimed to:

• Build awareness for the new detergent range on Instagram and TikTok.
• Drive engagement through lifestyle-based influencer marketing.
• Highlight key product benefits using relatable, real-life storytelling.
• Maximise engagement and reach while maintaining cost efficiency.

The Challenges

Making laundry content relatable

Laundry is a routine task, not a social media trend. The challenge was to make it engaging, entertaining, and easy for audiences to connect with.

Communicating product benefits clearly

Each detergent served a different purpose, from protecting colours to removing bacteria. The campaign had to communicate these benefits clearly while keeping the content fun and easy to watch.

Reaching multiple audience groups

The goal was to engage diverse consumers, including young professionals, parents, gym-goers, and fashion lovers, each with unique needs and habits.

Achieving strong results within budget

The campaign had to deliver high engagement and wide reach across two platforms while maintaining low costs per reach and engagement.

Our Solution

Selecting influencers who fit everyday lifestyles

AtisfyReach matched the campaign with influencers whose audiences matched Selleys’ target consumers. Through AI-powered selection, the platform connected the brand with influencers who could feature the detergent naturally in their daily routines, from tackling gym wear to removing coffee stains.

Guiding authentic storytelling

Each influencer received a structured campaign brief that outlined key product messages and creative direction. The briefs ensured consistency across all content while allowing room for personal expression, resulting in videos that felt relatable and genuine.

Optimising performance through data

AtisfyReach used performance analytics to guide budget allocation between TikTok and Instagram. TikTok focused on reach, while Instagram Reels deepened engagement. This data-led approach helped Selleys achieve strong results at a highly efficient cost.

Managing campaigns with accuracy and ease

From influencer onboarding to tracking and reporting, AtisfyReach managed every step of the process. The streamlined system kept communication smooth, ensured quality across deliverables, and helped the brand maintain a unified voice across platforms.

The Results

• 3.18 million Cumulative Reach, driving brand visibility across TikTok and Instagram.
• 11.6% Engagement Rate by Reach, reflecting strong audience interest.
• $0.006 Cost Per Reach, far below the industry benchmark.

The campaign showed that with the right influencers and storytelling, even an everyday product can capture attention and drive meaningful engagement online.

How Everyday Brands Win with Influencer Marketing

The Selleys campaign proved that influencer marketing can make practical products feel personal. Influencers shared real-life situations that audiences could see themselves in, making the detergent feel relevant and essential.

With our AI-powered influencer matching, data-backed optimisation, and seamless campaign management. Selleys achieved strong awareness, efficient engagement, and lasting audience connection through authentic storytelling.

For brands looking to achieve the same, influencer marketing works best when strategy meets authenticity. Book a demo with us to learn more.