Gen Z is a creative generation that discussed the topic of menstruation differently. Despite it being a traditionally sensitive topic, Gen Z had found a unique and creative way to talk about it. This implied that we had to use their language genuinely - that was relevant, without being too direct or insensitive. Gen Z also shared information about menstruation in an informative and engaging way on social media. They covered various topics such as tips and tricks, a boyfriend's point of view, hypothetical scenarios like "If periods were a person", and scientific information. This implied that what we could have done was leverage communities and immediate people in their close network to share the POV that engaged them.

We draw our inspiration from the term "bể dâu," taken from "Truyện Kiều," a cornerstone of Vietnamese literature and a common part of high school curricula. This term denotes trauma or a significant life change. It's particularly fitting for our situation as the period in Vietnam is also referred to as "ngày dâu," and "bể dâu" similarly depicts a leakage scenario. Also, Rap is the most effective creative device of conveying this double entendre. It's also a genre that significantly influences Gen Z in Vietnam lately. Thus, the idea "Khóa bể dâu, ngăn bể sầu" (LOCK THE SEA OF “BERRY”, STOP THE SEA OF SADNESS) came to life.

Riding the wave of Rap Viet season 3, we dropped a parody poster featuring modernized versions of Kiều's characters, paving the way for a Kiều-inspired music video that sheds light on the "day-mares" following a period night. In no time, the branded track went viral, sparking conversations far and wide. Once we had Gen Z's attention, we lured them into a "Đối thơ" contest, encouraging creativity while serving up edutainment through brand-owned content series and tailored KOL collaborations. To penetrate Diana Supernight into provincial markets, we crafted product-centric content rooted in the local dialects of Bắc Ninh, Huế, Dak Lak, Dong Nai, and Can Tho. All delivered in Kieu's poetic style, of course.

By the campaign's end, we tallied: 309 million impressions, 56 million views, and 23 million engagements. We exceeded industry norms with a staggering 60% view-through rate for our music video. [Super: 60% view-through rate vs 42% industry norm] And on the business front, Diana Supernight saw a robust growth of +5.1%. But most importantly, Diana successfully broke the ice on a sensitive topic, using materials that resonate with Gen Z in a socially savvy manner.