The case that demonstrates possibility of building brand purpose and creating positive social impact in consumer hearts.

1. ISSUE 01 - DECEMBER 2015
FAMI # NHALANOI - LET PEOPLE DEFINE HOME IN THEIR WAYS | 1
FAMI # NHALANOI
LET PEOPLE DEFINE HOME
IN THEIR WAYS

2. ISSUE 01 - DECEMBER 2015
FAMI # NHALANOI - LET PEOPLE DEFINE HOME IN THEIR WAYS | 2
Fami – the soymilk brand with almost 80% market shares – has always been the
product that every family member loves and shares thanks to its enjoyable taste.
Being a common product that all members can share happiness, it strengthens
Fami’s role in fostering family values. This motivates Fami to move further in fulfilling
its brand purpose and the message “Family is where happiness is genuinely shared”
by celebrating Vietnamese Family’s Day 28/6.
It goes without saying that, families nowadays are different from what they were
years ago, driven by constant societal shift. Everyone gets busier, children have extra
classes, young adults live far from hometown, parents return home late, and so one,
these lesser occasions when family members gather for dinners. The society has been
witnessing the prevalence of modern families of single moms or of gays and lesbians.
Actually, traditional portrayal of a family no longer exists and the community has
became more tolerant of those modern family forms, which eventually challenges
the way brands talk about family values. This shift, on the other hand, inspires Fami
– a family brand - to tap on family values with a contemporary approach to connect
with today’s consumers.
“Nhà Là Nơi…”, an integrated communication campaign including digital video,
digital crowdsourcing, PR, and celebration event, emonstrating how Fami finds its
own way to enhance family collective happiness by blending itself to societal moves.

3. ISSUE 01 - DECEMBER 2015
FAMI # NHALANOI - LET PEOPLE DEFINE HOME IN THEIR WAYS | 3
Firstly, on celebrating the Vietnamese Family’s Day, “Nhà Là Nơi…” opens
room crowdsourcing for people to talk about family in a new way. Instead
of boring the audience with either traditional family definitions, cliché
scenes of member gathering or poignant ads, Fami gets people involved
in the campaign by allowing them to freely define what a family really
means in their own language.
Secondly, as a family brand, Fami
develops thoughtful tactics to
effectively deliver the message to
all family members. The KOLs My
Linh, Cam Ly, Hoang Bach, Issac,
An Nguy, JVevermind, Dua Leo, etc.
were placed and tasked to help the
brand talk to its various consumer
segments, from fifty-something
parents to young adults and cool
teenagers in their own languages
and tones. HOME is defined
broadly by different generations,
from traditional way to very modern
way, but all ways are deeply warm-
hearted and touching.

4. ISSUE 01 - DECEMBER 2015
FAMI # NHALANOI - LET PEOPLE DEFINE HOME IN THEIR WAYS | 4
VÀI DÒNG TÂM SỰ: CHA MẸ VÀ CHÚNG TA
Besides, communication channels are also customized to different
audiences. While TVC spreads the message to generation X and Baby
Boomers, digital platforms such as microsite, Facebook and Youtube
with relevant activities (poster creation, Vlogs) talk straight to millennials
and centennials, not to mention the musical play which draws much
participation from parents with young kids. Overall, “Nhà Là Nơi…” is able
to make a good impression on all its targeted customers.

5. ISSUE 01 - DECEMBER 2015
FAMI # NHALANOI - LET PEOPLE DEFINE HOME IN THEIR WAYS | 5
Leveraging consumer’s calendar to the most, on family day 28/6, Fami
celebrated it with musical “Nhà Là Nơi” that broadcasted in nation-
wide level.
[MV] NHÀ LÀ NƠI - MỸ LINH, CẨM LY,...
So, is Fami worth a praise? Yes, it is. Not only because of the huge number
of NHA definition designed on poster created on Nhalanoi.com creations
or Youtube views but also because Fami successfully reinforces its brand
purpose of fostering family’s happiness and wins consumers heart. This
is important especially young group of consumers who are not strongly
engaged with the brand. Such outstanding achievements is results of
the efforts in merging with social currents to create friendly conversations
with contemporary consumers. Along with thorough communication
plan, Fami eventually stands out from other family brands and brings
itself out of an obsolete soymilk category to become a modern brand.
The Editor
The Purpose Group