Libero’s brief to us was to move the customer dialogue from a platform based on old media to one based on new media, primarily with a purpose to increase sales through a more engaging interaction and relationship with the mother to be – the “Libero Club”.

The program is founded on the insight that the first baby diapers tend to set the brand preference as long as it delivers or exceeds expectations from day one. The Libero Club therefore starts already when the pregnant woman visits her midwife and continues with an electronic profiling phase, then straight to the conscious trial where customers confirm product performance through live and virtual interaction. Phase three and four take the loyalty pulse, address churn and reward continued loyalty cost effectively in co-operation with partners.

More than 80% of all pregnant women in Sweden joined the Libero Club 2007. The Libero market share in Sweden has grown from 48% in 2006 to 63% year end 2007. The value share has during the same period grown from 49.5% to 59.2%. The number of loyalty share has grown from 61% to 74% over the same period, and the average joining to the Club starts 47 days prior to delivery.