CHALLENGE 

Vietnam’s feminine care market is fiercely competitive, dominated by well-established brands that have spent years reinforcing the same functional messaging. Diana SuperNight 3mm was a breakthrough in the category—ultra-thin, ultra-comfortable, designed to free girls from bulky, restrictive night pads. 

But our audience doesn’t connect with product specs. They don’t just want a pad that works—they want a brand that gets them and engages with them. And with no celebrity endorsements, no big-budget productions, and a tight campaign window, we needed to do something radical to flip the narrative. 

98.1% of Vietnamese students reported using smartphones 2 hours before sleeping.

Source: National Library of Medicine (2021)

SOLUTION 

We took “3mm” key product feature and transformed it into something bigger. By flipping “3mm” upside down, we discovered “Ɛmm” - a play on the Vietnamese slang “Em,” a term of endearment symbolizing comfort, confidence, and freedom. This shift redefined Diana SuperNight 3mm not just as a product, but as a soft, supportive, and carefree presence in their lives. 

We didn’t just create an ad—we created an experience. We launched “Không gì bằng Ɛmm” (“Nothing as Wonderful as You, Girl”), a K-pop-inspired anthem that didn’t just tell a story—it let the girls themselves become the star of the story. 

At the heart of it all was AI-powered face-swap technology, which transformed passive viewers into lead characters in their own music video. In seconds, each girl could see herself in a cinematic, idol-worthy world. AI was the emotional engine, making every version of Ɛmm unique, every share authentic, and every participant a co-creator. 

In the end, Diana SuperNight 3mm-Ɛmm wasn’t just a campaign to introduce an ultra-slim, airy night pad—it was a movement that let girls reclaim their nights, their stories, and their screens.

ACCOLADES

Hashtag Asia Awards 2025

🥉Best User-Generated Content Campaign

DigiZ Awards 2025

🥇Best Use of Visual Storytelling
🥈Best User-Generated Content Campaign
🥉Best Viral Campaign
🥉Best Use of Immersive Technology

Loyalty & Engagement Awards 2025

🥇 Best Use of Social Media
🥈 Best Engagement Strategy - Online Experience
🥈 Best Use of Gamification 
🥈 Best Use of Technology
🥈 Best Use of User-Generated Content
🥉 Best Use of Integrated Media