Diana SuperNight Ɛmm

THE 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.

THE 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.

AI-powered face-swap technology turned passive viewers into active participants, making the campaign deeply personal, shareable, and impossible to ignore.

Teaser Video Phase: Creating Buzz by Flipping Expectations

We captured the attention of teen girls in the most beloved way—channeling the excitement of a K-pop idol teasing an upcoming music video.

Communities

Trending pages lit up with speculation about the artist behind the collaboration, drawn in by the teaser’s K-pop blockbuster allure. The buzz quickly turned into a trend, with fans embracing the new slang Ɛmm and recreating iconic music video posters across Vietnam.

*Em is the most common word used in music lyrics and song names in Vietnam as an emotional way to call a girl or girlfriend.

Teasing Contest - Lyric-guessing

Diana built anticipation for the music video with a lyric-guessing contest, where girls crafted their own lyrics, forging a natural connection between Ɛmm idol and the 3mm pad.

Music Video Launch to establish Ɛmm as girls’ period bestie

The MV answered social curiosity, revealing Ɛmm as Diana SuperNight 3mm—a unique “period bestie” for girls. Seamlessly woven into bedtime moments and lyrics, the video naturally highlighted the pad’s superior features.

Product Demo Series: Showcasing Ɛmm’s Power

TikTokers covered the song and shared it across trending pages, turning it into a catchy anthem for girls.

Social Outreach

Rather than traditional demos, we created three 3D stop-motion videos, personifying the Diana SuperNight Ɛmm pad as it tackled challenges, proving it could handle any period-night discomfort. In Vietnam, strawberries are a social slang for menstrual blood, adding a culturally relevant touch.

User-Generated Music Videos: Making Ɛmm Go Viral

To prove that girls could feel as free as the MV’s protagonist, we let them star in their own music videos. Using AI-powered face-swap technology, girls simply sent a photo to our messenger chatbot to create their personalised MV.

Creating New Teen Slang for Ɛmm

By using teen-friendly language, we made menstruation topics feel witty, light, and approachable, helping Ɛmm naturally integrate into girls’ daily conversations as their go-to period bestie.