Campaign

A Million Gentle Dreams – Creating Countless Moments

Brand

Sông Hồng Bedding

Success Story

From August 8, 2025 to December 31, 2025, the campaign delivered positive performance on the fanpage, recording 3,549,483 impressions, 965,961 reach, 625,732 post engagements, 110,929 clicks, 2,936 inbox inquiries, and 99 website purchases. These results demonstrated the campaign’s ability to connect awareness, engagement, and conversion at the same time.

Context & Objectives

In a bedding category where brands often compete around familiar factors such as comfort, materials, and price, Sông Hồng needed a new approach to deepen its story of “love and care.” Novaon Digital proposed expanding the brand’s role from a sleep product to a companion in everyday life moments, helping Sông Hồng create emotional differentiation and strengthen consumer connection.

Brand Experience Implementations

Understanding that a mattress or bed is not only a place to sleep, Novaon Digital developed the concept “A Million Gentle Dreams,” positioning Sông Hồng as a brand that nurtures sleep, family emotions, and everyday life moments through an ecosystem of content, interaction, and multi-touchpoint experiences.

Campaign Objectives

– Enhance brand awareness under a clearer and more consistent new direction

– Improve communication effectiveness across key phases: new collection launch, wedding season, and winter season

– Connect the product with emotions, daily life, and family moments

– Optimize online touchpoints such as website, chatbot, and social channels to support conversion

– Drive online sales through TikTok, livestreams, and conversion-led content

Novaon Digital’s Scope of Work

– Content Strategy: Built content around three pillars: Product – Promotion – Lifestyle, balancing product quality proof, purchase motivation, and lifestyle relevance.

– Campaign Ecosystem: Deployed layers of content such as Content Hub, Social Contest, Comic Series, and Playlist to create a continuous flow from awareness to emotional engagement.

– Creative Format: Developed ideas such as Dream Certificate, Good News Exchange – New Mattress Upgrade, Breaking Walls – Marking New Milestones, and Gentle Sleep Ritual to make the message more relatable and shareable.

– Conversion Strategy: Optimized the website and fanpage chatbot to improve product discovery, customer consultation, and conversion support.

Social & Sales Activation: Combined social content, TikTok, livestreams, and promotional content to support seasonal product sales.