Campaign

Country Ma’am IMC Campaign 2026 -“Ma’am là mê”

Brand

Fujiya -Country Ma’am

Success Story

Novaon Digital turned Country Ma’am’s pronunciation barrier into the creative idea “Ma’am -The Magic Word”, connecting TVCs, music, school experiences, and user-generated content. The campaign recorded over 7.68 million impressions, 2.92 million reach, and 1.21 million engagements, bringing the soft-cookie proposition closer to children and families.

Background & Objectives

Country Ma’am offered a distinctive soft-cookie texture but faced two barriers: a brand name that Vietnamese consumers found difficult to pronounce and remember, and a texture that could be mistaken for staleness. The campaign needed to build name recognition, clarify the product proposition, and encourage trial among children aged 6–15 and mothers aged 30–45, the primary buyers.

Brand Experience Implementations

Under “The Soft Magic Spell”, saying “Ma’am” became a switch from stressful or boring moments into a joyful “Soft World”. Jingles and TVCs built memory; school activations brought the world to life through flashmobs, games, and sampling; and Ma’am Dance with #VuDieuMaAm encouraged social participation. Colourful visuals and rounded shapes made the product’s softness visible and tangible.

Campaign Objectives

-Establish Country Ma’am as a soft-cookie brand.

-Improve brand-name recall and correct pronunciation.

-Connect softness with feelings of joy and relaxation.

-Encourage product trial, challenge participation, and content sharing.

Novaon Digital’s Scope of Work

-Creative & Art Direction: Magic Word, Soft World, and a consistent visual system.

-TVC & Brand Sound: TVCs, jingles, Ma’am Dance, and short-form adaptations.

-School Activation: Flashmobs, playground experiences, minigames, and sampling.

-Social Participation: KOL/KOC challenge kick-off, TikTok Challenge, and UGC.

-Media & Measurement: Audience-specific roles for YouTube, Facebook, and TikTok, supported by retargeting and performance measurement.