Campaign Summary

Nestle's La Vie created an omnichannel campaign culminating in a branded multi-sensory experience to engage young urban consumers, support their well-being, and drive double digit sales. The brand leveraged data from YouTube and Meta to create personalized messages to five distinct audiences, as well as communications on both platforms to drive relevant consumers to various branded experiences.

Strategy

Objective

Nestle Vietnam wanted to reverse the downward trend of its business performance trajectory and drive sales by building the brand's relevance among the young urban audience. To engage this audience, the brand wanted to leverage its revamped brand purpose: "Passionately bring the positive power of nature to enrich and inspire Vietnamese lives." For its first 2023 campaign, La Vie wanted to bring this brand purpose to life. Additional campaign objectives included:

• Gaining campaign awareness and meaningful engagement, while driving positive and relevant social sentiment
• Improving the brand's standing in the "meaningfulness" and "difference" index
• Enhancing its strongly relevant brand attributes including "good for mind," "Is a youth brand," and "Is a brand I feel close to."
• Strengthening its No. 1 position in Brand Power in Total Urban, and reduce the Brand Power gap between La Vie and its main competitors
• Delivering double digit growth in sales volume

Target Audience

The target audience for the campaign was progressive explorers — young consumers aged 25 to 35 who embrace diverse paths and experiences amid a hyper-hectic world driven by individual progress and achievement. They often struggle to maintain their well-being in a sustainable manner.

Creative and Media Strategy

This campaign deployed a resonant, refreshing message that reached young urban progressive explorers at the right places and the right times. To drive mass scale and reach, the brand leveraged TV, out-of-home (OOH), and digital. Based on data signals, La Vie further blended itself into people's daily life with customized messages personalized for five consumer groups that would drive traffic to the brand's newly established Regenerative Hub. La Vie also launched a "No ad program" enabling consumers to experience "quiet healing" during their online viewing routine.

Execution/Use of Media

The big idea was "Quiet nature regenerates your loud life." It was developed and successfully tested with more than 200 consumers in 2022. Hence, in May 2023, this introductory campaign was geared toward making a significant impact to revitalize consumers' perceptions of La Vie. This strategy involved "A journey of five senses" that spanned the entire consumer funnel. This strategy included:

• Dominating share of voice (SOV) through YouTube's cost-per-hour (CPH) masthead to pique consumer interest and lead them to the significant campaign launch moment.
• Leveraging data from YouTube and Meta to create personalized messages targeting five distinct audience segments.
• Using formats like Facebook videos to capture attention and drive higher view-through rates beyond industry benchmarks.
• Utilizing YouTube and Meta-fueled data to develop tailored communications for five distinct audience segments, enhancing brand relevancy and resonance.
• Pioneering the introduction of YouTube Music Night to Vietnam, a first-of-its-kind event in Vietnam enabling consumers to virtually experience the brand world through meaningful brand integrations, fostering a powerful connection.
• Forming the "LaVie Squad," comprising of nine influential key opinion leaders (KOLs) from diverse fields, offering regenerative tips to consumers to overcome stress and recharge.
• Introducing the "Discover Your Yen Style" social game, hosted on LaVie's microsite.
• Reshaping ad delivery with "No-ad" roadblock on YouTube, bringing uninterrupted viewing for a real regenerative experience.
• Creating the Nature Regenerative Hub — a multi-sensory immersive 360-degree tech leveraged nature powered experience, captivating audiences through their five senses and helping them experience healing moments in real life.
• Creating a personalized social quiz where consumers could discover their "Quiet Healing style."

Business Impact

La Vie's campaign generated the following results:

• Reached 17 million people digitally
• 430 million impressions
• YouTube Music Nights earned 2 million views in 11 days, 1.6 million unique viewers, 94,000 hours watched, and registered 3,322 offline event participants in two days
• A positive sentiment score of 1.0
• 1 million interactions
• A 210 basis points (bps) jump in brand power
• A six bps increase in Meaningfulness
• A 16 bps increase in Difference
• A three-point increase in "Good for mind"
• A three-point increase in "A youthful brand"
• A 20 percent increase in total sales compared to 2022, the brand's highest revenue in its history outperforming the single-digit growing packaged water category
• A 100bps increase in consumer penetration compared to 2022
• La Vie became the No. 1 brand in Ho Chi Minh City