Campaign Summary

Nestlé water brand La Vie launched a new line to appeal to consumers who wanted the health benefits of mineral-rich water without the minerality of flavor.

Strategy

Objective

La Vie's objective was to appeal to residents of southern Vietnam who would appreciate the minerality of La Vie's water but who didn't like that aspect of the water's taste.

Context

Residents of southern Vietnam perceived natural mineral water as better for health, but were not used to the mineral flavor. Therefore, La Vie launched La Vie Light, which offered the best of both worlds: Refreshing taste and natural minerality — a combination hitherto unavailable on the market.

Target Audience

The campaign's target audience was non-users of La Vie aged 18 to 45 who were turned off by the minerality of the original La Vie's flavor. The passion points of this demographic included healthy living, fashion, and beauty.

Creative and Media Strategy

La Vie developed a strategy that:

• Leveraged social listening to learn media behavior of taste-sensitive consumers and deliver ads to the right people (non-users), in the right place (southern Vietnam only) at the right time
• Drove irresistible sampling by offering branded offers in real time whenever consumers saw a La Vie ad through sampling codes that were redeemable at hundreds of CVS stores
• Leveraged AI to create personalized videos with singer Thuy Tien
• Posted 3D billboards on key streets to attract attention and encourage trial while users were commuting
• Converted purchase at stores by turning non-fans into passionate endorsers and by offering limited-edition gifts co-created with Thuy Tien

Execution/Use of Media

To maximize reach, La Vie leveraged AI-powered solutions such as video reach campaigns and a cost-efficient video view campaign by Google, resulting in a significant uplift in Ad Recall and Consideration. La Vie also utilized SilverPush targeting capabilities to detect relevant contextual and competitor footprints to serve specific creative. This AI-driven approach ensured optimal ad placement and engagement.

Business Impact

La Vie:

• Achieved a unique reach of 6.5 million
• Decreased its CPM by 20 percent
• Garnered 11 million video views and decreased its CPV by 21 percent
• Increased its ad recall on YouTube by 2.7 percent and on TikTok by 3.9 percent
• Increased consideration by 2.9 percent on CTV

Thanks in large part to these achievements, La Vie observed that its campaign also significantly increased the number of consumers who credited its product with having a pleasant taste.