La Vie Food

The objective

Launched in 2021, La Vie™ is a French startup that offers an alternative to pork. It offers a new way to consume plant-based foods that replicate the taste, look and texture of meat. After highly recognizable poster campaigns throughout France, La Vie™ wants to reach a younger target and particularly Generation Z, which was very present on the social network TikTok at the time.

La Vie™ decided to launch a TikTok campaign with the advice of Sleeq agency. Its objective is to gather and develop an emotional relationship with the TikTok community in order to increase brand awareness, while promoting its flagship products.

The solution

For this campaign, our TikTok experts focused on two outreach goals: achieving above-average engagement and increasing the number of views per video. In order for the brand to connect with the TikTok community in the most effective and authentic way, we surrounded ourselves with 15 influencers with various profiles.

We started by activating macro-influencers, to highlight La Vie™ products and values. This category allowed us to cover different audiences, and the content creators took on different roles that were highly relevant to the target audience. For example concepts around pranking and acting to convey humor and key brand messages. We also mandated several micro-influencers to produce very authentic UGC content, giving free rein to their creativity. For example, the "crash-test food", recipes or a micro-trottoir.

To amplify the reach of this campaign, we launched several TikTok Ads campaigns to reach users most likely to actively engage with the content.

Results

The Life™ campaign was a huge success, generating over 23.2 million impressions, with an average engagement rate at 13%. We even reached an engagement rate of over 34% on one of the content creator's videos!

In addition, brand awareness among 18-25 year olds has doubled as a result of this TikTok influence campaign (Brand Lift Study).