So we thought that if we show how much we trusted in our own product, that we dared listening to anything our consumers would tell us and show it to others - that would make us as a brand to trust.

We invited everyone to participate in consumer sourced test, made in the comfort of one’s home together with the beloved child. People could leave their results and opinions via a simple App, there was a free text opportunity for every question, so we collected both qualitative and quantitative results. All the results were made visible for all to see.

In the last step of the campaign we made advertising out of the results – presenting all the answers online and presenting some of them in out of home advertising in Stockholm city.

Libero noticed an increase in trial for the Libero Touch by 21%. Not a bad number at all. The long term results for the brand is not yet visible, but we are convinced that openness, honesty and transparency will pay off.