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 care for that aspect of its 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 undertook to:

• Generate creative assets. La Vie used AI to quickly generate storyboard options and test TV commercials with Kantar, ensuring a polished final product.
• Engage deeply with consumers. La Vie created a unique experience by featuring individual consumers in its commercial alongside singer Thuy Tien. This approach encouraged social sharing and generated significant buzz for La Vie Light.
• Target consumers precisely. La Vie leveraged first-party data and AI technology, precisely targeting non-users so as to introduce them to La Vie Light.

Additionally, every digital ad included a sampling code, redeemable at nearly 300 CVS stores in southern Vietnam, making it convenient for consumers to try the product.

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.

Moreover, the use of AI allowed La Vie to achieve these results with maximum efficiency, enabling a tenfold reduction in cost for the TV commercial-testing process and a time savings of three weeks.