Enfa & Lazada: Bedtime Story Day
My bedtime story for mums
Challenge:
Enfa & Lazada wanted to drive festive purchases across Southeast Asia. But a straightforward promotional campaign risked getting lost in the noise of 9/9 sale season content.
Idea:
We created Bedtime Story Day, a campaign built around something every parent values: the bedtime ritual. Rather than leading with product or price, we celebrated the bond between mums and children through the simple act of reading together, with Enfa’s role in supporting child development woven naturally into the story. The launch film was designed to move people first, and convert second.
Outcome:
The campaign rolled out across six ASEAN markets in four languages. In Vietnam alone, this video got 1.3M views and 1.4K likes (24x more compared to Lazada 2019 9/9 Sale event video). But the best outcome of all? More mums embracing the tradition of reading bedtime stories to their kids.
My Role:
Concept development. Scriptwriting.