To gain new users and increase its volume of sales, La Vie launched an e-commerce campaign on Facebook using a four-pronged, personalized approach in engaging consumers. This approach included personalized communication, a personalized journey, and one-to-one communication — all culminating in a personalized offer.
Objective
The big bulk water category has faced stagnant volume and penetration growth with the traditional business model through dealers and distributors. With its campaign, La Vie's objective was to gain new users and increase its sales volume by transforming the business model with modern social commerce.
Target Audience
La Vie's target audience were class A and B consumers in Ho Chi Minh City and Hanoi, whose families have four members and who are very health-conscious and active on social commerce. However, the challenge in approaching these consumers is that they are not familiar with shopping for packaged water on social commerce. La Vie's strategy in engaging these consumers was to personalize the end-to-end social commerce journey with personalized communication, a personalized consumer journey, one-to-one communication, and a consumer offer. The brand called this strategic approach its four pillars of personalization.
Creative and Media Strategy
La Vie selected Facebook social commerce channels — including Facebook Messenger and Facebook ads — to deploy its personalized approach. The brand chose Facebook due to its vast amounts of consumer data signals enabling for better targeting and customization in respect to different consumer demands.
The execution of the four pillars of personalization went as follows:
Personalized communication message. First, La Vie identified the category entry moments of its target audience and leveraged Nestle's first-party data to customize messages to maximize consideration. Then, the brand customized the message for each entry moment and different consumer behavior profiles.
Personalized consumer journey. La Vie customized brand triggers for each journey stage and buying model for each target audience's behavioral profile and leveraged neuroscience to create FOMO at the purchase stage.
Personalized one-to-one conversation. La Vie customized the response on Facebook's business messenger in accordance with consumer needs. Consumers could also place orders on business messenger.
Personalized promotion offer. La Vie customized its promotion gift based on consumer profiles and seasonal occasions.
Before the campaign the 19-liters water category, including La Vie 19-liters product, had faced stagnant volume and user growth with the traditional business model. After the campaign:
