With the rapid growth of e-commerce, logistics companies faced increasing demands and higher scrutiny from customers. To manage negative feedback and turn it into a positive brand perception, NIM Express launched a viral campaign, "นิ่มมันบ้า“ (#ขอโทษอย่างจริงใจ). The campaign showcased the brand's commitment to improving services with a smile. The viral campaign generated 25+ million reach with 10+ million video views and 440,000+ engagements, successfully shifting brand sentiment and sparking social discussions.