MAEAEW · FMCG
MaeAew's Branded Episode Campaign: A Captivating Story that Creates an Unforgettable Brand Impression
CERITA SUKSES · 2026.05.27
In today's information-saturated world, what's the best way to ensure a brand's image and product features make "a lasting impression"? Thai food brand MaeAew analyzed how users' perceptions changed through a Brand Lift Survey alongside special campaigns designed to enhance brand awareness and clearly communicate the product's key USP.
Storing the brand in users' memory through a 'story' they seek out themselves
Instead of promoting the product directly, MaeAew created "a single episode" that naturally wove the product's features into a webtoon format. The episode, which maximized the brand's USP through the dialogue of characters from a favorite webtoon, allowed users to experience the brand—becoming a powerful foundation for building not just awareness, but positive brand association that goes beyond simple recognition.
The brand's exclusive episode was featured at the very top of the official episode list for maximum visibility.
A package strategy that captures every touchpoint of the user journey
To expand the reach of the MaeAew campaign, WEBTOON actively supported the brand and episodes by utilizing both internal and external channels, including app push notifications, as well as promotions on WEBTOON and creators' social media platforms, allowing the campaign's reach to be expanded limitlessly.
💡 MaeAew's Key Strategies
1. Omnidirectional exposure: Beyond top placement on officially serialized episodes, app push notifications and WEBTOON/creator social media channels were fully mobilized.
2. Repeated imprinting effect: Banners and video ads displayed before and after episode viewing served to remind users of the brand they had encountered through the story.
3. Efficient asset utilization: The Viewer-top Video Ad, which converted Branded Episodes into video assets, delivered the message even more powerfully and drove strong performance.
Package Additional Benefits
WEBTOON's unlimited support to expand the reach of the MaeAew campaign,
along with a keychain giveaway event for readers, boosted promotion page engagement!
The power of storytelling, proven by the numbers
MaeAew's campaign—producing an episode that emphasized the brand's USP, paired with large-scale ad exposure and events— was able to repeatedly remind users of the brand through banners and video ads displayed before and after episode viewing.
Notably, the viewer-top video ad, which converted Branded Episodes into video assets, delivered the story and brand message more powerfully, achieving an impressive CTR of over 13%—far exceeding the performance of typical banner ads.
Branded Episode Package displays ads before/after episode viewing → Increases brand recall
Measuring brand awareness impact with BLS
After the campaign ended, a Brand Lift Survey (BLS) was conducted on the experimental group exposed to BES ads and the control group of regular users to measure brand awareness and advertising effectiveness.
As a result, the percentage of users who first recalled MaeAew for the keyword "chili paste" was higher in the experimental group compared to the control group (+14.5%). Users who reported seeing the ad also showed positive differences compared to the control group in terms of brand recall and brand association.
The MaeAew campaign demonstrated how brand messages delivered through content can remain longer and more vividly in users' memories. 🪄
To more powerfully imprint your brand's unique selling propositions, try our Branded Episode Package!
Key Takeaways
1. The power of storytelling — When a product's USP is woven into a story, user resistance decreases and immersion increases.
2. Package design with synergy in mind — Rather than single-placement exposure, a package built around the user journey—from app launch to closing banner—is far more effective for brand imprinting.
Verified through data — The Brand Lift Survey confirmed real shifts in user perception throughout this campaign.