Case Study: Liva Film – "Feel It All" Campaign

About the Brand

Liva, a sustainable fashion brand from the Aditya Birla Group, offers eco-friendly, high-quality fabrics derived from natural wood pulp fibers. Known for its breathable, soft, and lightweight fabrics, Liva focuses on providing unparalleled comfort and style, making each garment a delightful experience for the wearer. Catering to eco-conscious consumers who value both fashion and sustainability, Liva positions itself as a top choice for versatile and comfortable clothing.

Challenge:

One significant challenge faced by Liva is the inability for consumers to physically feel its fabrics online. With the essence of Liva’s appeal rooted in the tactile experience of its fabrics, the brand needed to find a way to communicate this quality digitally, moving consumers from wondering about “how Liva feels” to understanding “how Liva makes you feel.”

The "Feel It All" campaign was developed to address this challenge, focusing on the emotional resonance of Liva’s fabrics rather than solely their tactile qualities. The campaign pivots from the physical to the emotional, aiming to communicate how Liva’s fabrics evoke confidence, joy, and tenderness in everyday moments. 

Using an evocative film, the campaign explores how Liva’s fabrics enhance life experiences by bringing themes of urban confidence, playful freedom, tender moments, and serene self-discovery to life.

"We live to feel it all. Natural-origin fabrics by Liva: #FeelItAll."

Objectives

1. Create Emotional Engagement: Showcase how the unique qualities of Liva’s fabrics—softness, breathability, lightweight feel, and flow—enhance comfort and confidence.

2. Drive Brand Awareness: Boost Liva’s visibility and recognition in the market.

3. Encourage Store Trials: Inspire consumers to experience the fabric firsthand by visiting stores.

Launch & Amplification

The campaign was launched with a teaser on social media, which sparked curiosity with a brief preview of the emotional journey encapsulated in the film. Shortly after, the full film was released across Instagram, Facebook, Twitter, YouTube, and the Liva website for maximum impact.

Key visuals were strategically placed in major cities to increase visibility, both online and offline, and sustain engagement. Through consistent messaging and impactful imagery, the campaign reinforced the emotional connection Liva sought to establish with its consumers.

Storytelling Approach

The "Feel It All" campaign went beyond showcasing the physical comfort of Liva’s fabrics, aiming instead to touch upon the emotional connection consumers develop with what they wear. The campaign encapsulates the transformation of each wearer’s daily experiences, shifting the narrative from a focus on the fabric itself to how it enriches life moments. By appealing to the sensory and emotional aspects of wearing Liva, the campaign successfully deepened the brand-consumer bond, encouraging consumers to see Liva not merely as fabric but as a source of emotional enrichment.

The "Feel It All" campaign achieved significant results:

High Social Media Engagement: The campaign resonated well on social media, generating positive interactions and reinforcing brand recall.

Increased Brand Awareness**: The visuals and storytelling approach heightened Liva’s visibility, making it recognizable among its target audience.

Positive Consumer Perception: Consumers connected with the brand’s messaging, associating Liva with both comfort and a meaningful emotional experience.

The "Feel It All" campaign effectively bridged the gap between digital touchpoints and the physical sensation of Liva’s fabrics, establishing a lasting emotional connection with its audience and elevating the brand’s presence in the sustainable fashion market.