.jpg?locale=en)
Aqive had established member advocacy, while most brand discussion remained on social platforms. For Chill’s first Taiwan presentation of STILL in September 2026, VOCAL MIDDLE Communications designed an experience-led brand space and audience-specific sessions. Records show more than 400 STILL experiences and over 20 media items, with almost half using the campaign proposition in their headlines.
In its sixth year, Aqive had developed everyday wellbeing products from its torsion-field research, raised more than NT$60 million across two crowdfunding campaigns and received a 2026 Red Dot Design Award for its microcurrent patch. With strong support among core members, it wanted to reach media and wider audiences. Chill’s first Taiwan presentation of STILL provided the occasion. VOCAL MIDDLE’s public relations programme aimed to reinforce member relationships, introduce the new product and help people describe the brands in their own words after firsthand experience.
The industry report cited in the brief recorded annual increases of more than 30% in fatigue and sleep discussion and over 10% in emotional-stress discussion. Aqive had long-term users’ experience and the news of STILL’s introduction, but the category lacked shared language for describing such products. OpView monitoring for July 2025 to June 2026 showed that more than 90% of the brand’s discussion came from social-platform sharing, while news accounted for about 5%. VOCAL MIDDLE therefore prioritised opportunities for journalists and creators to experience the products and form their own accounts. An explanation centred on a release alone would give them less firsthand material for audiences beyond existing members.
Build a brand space where experience comes before explanation
The shared proposition, “Feel First, Then Believe”, guided both the press-release headline and the physical space. Aqive and Chill used a concept-space format that allowed visitors to encounter the products before hearing a detailed explanation of their underlying ideas. The approach placed visitors’ own experience at the start of the communication, giving journalists and creators material they could describe in language suited to their audiences.
Match session depth to each audience’s relationship with the brands
VOCAL MIDDLE structured the audience journey around awareness, interest, belief and belonging. General visitors could discover the brands, creators and existing members could explore their interest, journalists could gather material to assess the proposition, and core members and partners could experience belonging. On 11 September 2026, separate media, creator and appreciation-party sessions preceded public opening from 12 to 16 September at PPP in Taipei’s Zhongshan District. Media tours followed technology/startup and lifestyle routes. A Human Design sensory workshop echoed the theme of exploring the unknown, with creators posting that afternoon. At the evening session, founders thanked core members and partners and offered an early STILL experience.
Extend the event into editor relationships and reusable feedback
After the initial release, the team visited editors of international titles’ Taiwan editions individually to explain the development thinking and brand ideas. Editors could assess technology, lifestyle, self-care and profile angles for their readers. At the space, LINE official accounts and post-experience questionnaires recorded audience contacts and feedback. These records gave Aqive material for follow-up content and media conversations, while the editor visits extended the communication beyond the opening event.
Project records list more than 400 STILL experiences, exceeding the target by over 30%, and more than 400 questionnaires, approximately three times the upper target. The two brands’ LINE official accounts gained over 600 friends, and combined event and online sales reached nearly 90% of the target. More than 20 media items were recorded, with almost half carrying “Feel First, Then Believe” in their headlines; coverage used brand, sensory experience and exploration themes, alongside the Red Dot award and STILL introduction. Financial, technology, fashion and health outlets developed distinct angles. OpView recorded nearly 100 brand mentions in September 2026, with news contributing more than 20%; the separate July 2025–June 2026 baseline contained over 200 mentions, with news at about 5%. Nearly 20 media outlets attended the press session, and event plus subsequent visits reached more than 25 outlets. Estimated PR Value exceeded NT$4 million. Attendance, feedback and coverage left records of participation and public descriptions of the brands.
1.Why did Aqive and Chill create this brand space?
Aqive wanted to extend its core-member advocacy to journalists and wider audiences. Before the event, social platforms accounted for more than 90% of brand discussion and news for about 5%. Chill’s Taiwan introduction of STILL offered an occasion for people to experience the products and develop their own descriptions.
2.What strategies and services did VOCAL MIDDLE provide?
VOCAL MIDDLE developed an experience-led concept around “Feel First, Then Believe”, planned audience-specific sessions and continued with individual editor visits. Its scope included media-session planning and delivery, guided tours, creator engagement, the appreciation party and on-site execution during the public opening.
3.How did the experience differ from a presentation-led launch?
The programme defined audiences and their relationship with the brands before deciding the depth of each experience. Media, creators, core members and general visitors had distinct sessions or routes. Technology/startup and lifestyle media tours gave journalists different entry points within the same space and shared proposition.
4.What outcomes were documented?
Records list more than 400 STILL experiences, over 400 questionnaires and more than 600 new LINE official-account friends across the two brands. Sales reached nearly 90% of the combined target. More than 20 media items were recorded, with almost half using the campaign proposition in headlines. Nearly 20 outlets attended, and news represented over 20% of September 2026 brand discussion.
5.How does this case relate to AI PR?
The programme extended experiences previously shared mainly among members and social followers into public reporting, news materials and event imagery. “Feel First, Then Believe” provided a consistent proposition, while financial, technology, fashion and health outlets described the brands for their readers. Those dated reports provide consumers, journalists and AI search tools with references for understanding Aqive, Chill and their product contexts.
Related Service: Consumer and lifestyle communications services
Related Industry Case: Related skincare and lifestyle communications case
Insight / Methodology: Media engagement planning and editorial relevance
