Chi Bui
Account Manager
Dylan Nguyen
Graphic Designer
Hien Trang
Writer
Lam Ta
Videographer
Khanh An
Producer
Kiet Hoang
Advertiser
Background
Mag Mag, a leading dried fruit brand from Thailand, has successfully expanded into multiple Asian markets. However, entering Vietnam presented unique challenges. While the brand enjoyed strong recognition elsewhere, it lacked local visibility and a tailored market entry strategy. That’s where Fourdozen stepped in—to redefine Mag Mag’s approach and build awareness among Vietnamese consumers.
The Challenge
Mag Mag’s initial marketing relied heavily on graphics but suffered from low-quality media assets. The brand also faced a major logistical challenge: despite rising interest, it couldn’t maintain a consistent product supply in Vietnam. This meant that instead of focusing on direct conversions, Fourdozen needed to rethink the strategy—turning a sales-driven campaign into a creative brand awareness initiative.
To overcome this, we transformed Mag Mag’s media presence by enhancing its visuals, ensuring high-quality, eye-catching content that resonated with Vietnamese audiences. Our copywriting team localized messaging with playful Vietnamese wordplay, making the brand feel fun, engaging, and culturally relevant.
Recognizing the strong Vietnamese travel culture—where tourists frequently bring back Thai snacks as souvenirs—we repositioned Mag Mag as a must-buy gift for travelers when in Thailand. Instead of pushing local sales, we tapped into this existing behavior to organically integrate the brand into consumer habits.
We launched and managed the Mag Mag Vietnam Facebook page, creating dynamic, snackable content that drove engagement. Our vibrant, playful reels captured attention and quickly gained traction, turning Mag Mag into a viral sensation among Vietnamese audiences.
Results
The campaign successfully embedded Mag Mag into Vietnamese travel culture, generating strong social engagement and widespread brand awareness. High interaction rates and viral content strengthened its presence, while the positioning of Mag Mag as a travel essential organically fueled consumer demand. Instead of chasing immediate conversions, we focused on building long-term brand affinity, ensuring that when Vietnamese travelers think of Thailand, they think of Mag Mag.
