The genesis of this campaign was rooted in the inherent features of La Vie product, renowned for its capacity to invigorate positive energy and promote holistic well-being proved by a strong scientific base.  

Post pandemic, there has been a notable rise in searching for overall well-being among our target audiences. To truly attain holistic well-being, it must encompass both physical and mental aspects. Thus, as we delved into the lives of consumers, La Vie recognized a correlation between product attributes and the stories of young audiences.    

Due to fast-paced and demanding lifestyles, young people in Vietnam were facing mounting levels of stress and imbalance, they had to relentlessly pursue personal milestones and novel experiences that permeated every aspect of their lives. That’s when we unearthed a moment of tranquility within their hectic days. Yet, nestled within the intricate mechanisms of energy replenishment lies nature's gift, encapsulated in the act of drinking water.    

“As one indulges in this elemental necessity, the body experiences a transient serenity, even to the extent of momentarily halting one's breath.”    

Amidst the hustle and bustle of their lives, a mere sip of water can resemble a micro-retreat, offering a respite to rejuvenate and reignite their vigor. This is where La Vie's mineral water stands out, sourced from a rare, pristine natural mineral spring and containing six essential minerals sourced from nature. Its preservation of nature's goodness sets it apart from other purified waters, which provides the essential boost to keep consumers refreshed and revitalize their positive energy.

With this profound understanding of the audience, La Vie crafted a new campaign message – “Positive Nature Regenerates Your Loud Life.” This message encapsulated both the functional aspect of La Vie's naturally-sourced mineralized water and emotional mission of advocating youngsters for the short break to reconnect with nature, whether through short outdoor walks, tending indoor plants, or simply choosing mineral water for daily hydration.  

In other words, this campaign message refreshed the brand’s image, portraying La Vie as a daily companion for young individuals, boasting 6 essential minerals sourced from nature. During this campaign, La Vie became more than just a brand; it evolved from a symbol of purity and nature's finest offerings to the embodiment of "peace of mind" from nature, which made each and every La Vie consumption a micro-retreat for our audience to regenerate positive energy. This strategy provided an opportunity for La Vie to spark a social movement via the combination of various social content and channels.

Commencing with genuine narratives shared by influencers, KOLs, and communities about personal challenges and triumphs, this concept was put into action. This approach not only effectively conveyed the message both functionally and emotionally but also effortlessly raised social awareness among young audiences via diverse POVs, thereby strengthening the bond with young users and encouraging their engagements.  

To optimize our approach, we dynamically refined and optimized contents and ideas based on real-time results, performance data, and consumer insights collected over time. By leveraging various social media platforms such as Facebook, YouTube, OTT, TikTok, and Instagram, we ensured extensive coverage of La Vie's message, resonating with diverse target audience segments. This multi-channel approach enabled La Vie to cater to different segments of our target audience and achieve maximum engagement through multiple touchpoints. In addition to social media, we also exploited other tactics such as PR stunts, social games, and large-scale events to foster brand affinity and instill trust in La Vie. This approach helped us establish "Positive Nature" as a prevailing trend among young people.

To garner widespread attention, La Vie unveiled a new key visual and TV commercial featuring a distinctive element known as the "regenerative nature bubble" which first debuted on YouTube Masthead, then complemented by tantalizing social media content and a large-scale launch event.  

In order to spark interest, we triggered social to this concept through a series of trendy, witty contents then maintained talkability through custom-tailored content using data-driven insights collected from YouTube and Meta. This approach targeted 05 distinct audience segments through diverse formats such as TrueView, Bumper ads, and Video Reach campaigns on YouTube, which exceeded industry benchmarks in view-through rates.  

For deeper engagement, we assembled "La Vie Squad'': 09 KOLs from diverse fields, who initiated the narrative with their struggles in finding "Positive Nature" amidst the loud day, using eye-catching templates provided by La Vie featuring their images. Subsequently, they imparted tips to alleviate stress and recharge by reconnecting with nature to create “Finding Positive Nature” social movement. Then La Vie encouraged audience participation via "Choose Your Yen Style" social game on branded microsite where participants experienced creative, personalized gameplay and enhance their bond with the brand.  

Breaking from traditional practices, La Vie embraced immersive firsthand experiences to bridge the gap between the brand concept of "Regenerative Nature" and the bustling urban lifestyle through the Grand Regenerative Hub, the largest event in Ho Chi Minh City, where we utilized 360-degree projection technology to simulate a La Vie water drop. Attendees were treated to a sensory experience with relaxing audio, cooling mist, and complimentary bottles of La Vie, engaging all five senses. Following the event, we maintained social momentum through sharing by social communities, KOLs, and the over 3,200 participants in attendance, which generated a significant buzz on social media and garnered coverage in both digital and print media.  

With the sense of hearing, La Vie hosted the YouTube Music Night, the first-of-its-kind event in Vietnam, which attracted millions of viewers from Facebook to TikTok. Simultaneously, we partnered with VieOn, an online entertainment platform in Vietnam, to implement a no-ads roadblock, allowing viewers to indulge in uninterrupted content from the 05 hottest YouTube channels during specific time slots or weekends, fostering a sense of relaxation and delivering a unique experience of "Positive Nature/Regenerative moments."  

This comprehensive approach to execution not only surpassed our campaign objectives but also left an indelible impact on the market

The combination of multi-channel communication and multimedia had extensive reach and impact, as evident through evaluation metrics.    

Within a month, 93 news coverages including broadcasts, radio news, and articles contributed to impressive metrics on social: 8,490,110 views, 1,209,619 interactions, 983,126 reactions, 211,303 comments, and 4,534 shares. Most positive discussions stemmed from user interactions under KOLs' posts regarding the Regenerative Hub event, as well as from active participants. On La Vie's Facebook fan page, users responded to the message with praise and appreciation, finding inspiration in discovering their own regenerative moments in nature to overcome daily stresses.  

During the final week of the campaign, audience engagement significantly increased, with each user generating an average of 2.5 discussions, indicating a positive trend compared to other campaigns with an average of 2.7 buzz per audience.    

The campaign generated significant buzz, totaling 206,635 relevant discussions, which accounted for 98% of the total discussions. It reached a relevant audience of 81,365 users, demonstrating success in targeting the right audience. Crucially, it facilitated La Vie in attaining a growth rate of 2x%, a significant increase compared to the single-digit growth rates in the water category. This campaign made a significantly positive impact on the market, marking a noteworthy milestone with La Vie's new positioning.    

The campaign solidified the brand's position as a market leader in the natural mineral water category, particularly in the fiercely competitive market of Ho Chi Minh City. The approach of "innovative use of social media across all channels" was well-received by consumers, significantly refreshing La Vie as a youth-relevant lifestyle brand that represents positive energy, balance, and purity.