The water plus drink brand, which comes in three different flavours, needed a way to engage with an age segment that was known to be “demanding and notoriously self-entitled.”
The brand’s agency, Havas Ortega, took a page out of the anthropology handbook and conducted an ethnographic study that covered more than 500 millennials, and more than 700 people within their social spheres.
The research resulted in the insight that millennials responded most strongly to experiences, and led to the creation of the ‘Live to feel' 'movement’. The brand invited millennials to create their own ‘Live to feel’ statements, based on the dimension they felt described them best.
The campaign began with getting influencers to share their own statements online, engaging with their followers and sharing their personal stories.
Parallel to this, a website allowed people to craft their own digital artwork with their own statement to share on their social networks.
The movement culminated in an on-ground launch with the brand in Eastwood city, where participating consumers could have their statements printed out and mounted in the Eastwood city grounds.
Live To Feel Stories
These people do more than just exist. They #LiveToFeel.We want to hear more stories like theirs. Share your Live To Feel story and be a co-author of the limited edition Live To Feel Stories compilation. Visit www.livetofeel.me! #LiveToFeelWithBluePosted by B'lue. Live To Feel. on Tuesday, 26 May 2015
In approximately one month, the Live to Feel Movement reached 9.5 million unique users.
Online conversations using the hashtag #LiveToFeel garnered 542 million impressions with over 50,000 mentions.
The website received close to 3,000 statement requests shared over Facebook and Instagram.