The birth of a child is a powerful experience and we wanted to portray those moments just as they are. Messy, weird, awesome and bloody. Not picture perfect, but damn beautiful! Instead of creating a classical advertising film - we chose a documentary approach with Martina Hoogland Ivanow, known for her beautiful photographic art. Instead of a traditional voice over - we wrote a poem, recited by famous Swedish actress Eva Röse. Instead of creating traditional social media posts, we welcomed babies in their parents’ Instagram feeds by scanning hashtags related to newborns. Instead of traditional ad photos we used the parents’ own pictures.

And in a time where borders seem to matter more than people, we emphasized that being born in Sweden has very little to do with nationalism. It’s about freedom, embracing our differences and that everyone should feel welcome to be who they want to be. 

Implementation: 

We scanned social media for newborn babies or parents to be – so that we could:

a)     Welcome newborns and congratulate their parents on Instagram, directly after birth.

b)    Get access to the parents’ own baby photos to use for our campaign.

c)     Engage parents that were waiting to give birth – to let our documentary film team be part of their experience.

Timeline:

The campaign aired October 9 2017 on all touchpoints and continued to December 24 2017

Placement:

The strategy was to work in bought media but to create extra traction and attention with a culturally striking idea. We used Instagram for the welcoming activation. Banners, Facebook, Instagram Youtube and Play TV for film. And print in parenting magazines.  

Scale:

We had a broad digital campaign, with sufficient pressure to reach our target group. We used all relevant bought channels but with focus on social channels.

Reach

Gross reach: 36 456 372 million impressions

Social media unique reach: 2 million views

Engagement

Feeling for brand: +117%*

Interest in brand: + 200%*

New about brand +188%*

Brand seem different +130%**

*above Ipsos Nordic TV norms

** benchmark (from pre LEM TV ads)

Sales

+2% (Libero is market leading with 64%)

Achievement against business targets

The main focus of the campaign was branding for first time parents. +200%* say that they have an increased interest in the brand, and +194%* felt that it made them want to buy the brand. Overall the campaign resulted in an over delivery of 20%, This is Liberos best campaigns ever from a branding point of view.