Despite competition from a global giant with about 5 times the Share of spend, Libero is the market leader with 61% of the total market volume and 68% of the Small diaper segment. This has been achieved by, despite the leadership position, Libero acting as a challenger with two main focuses: creating an emotional connection with the target audience and reaching them before the child is born, which is the key to make them loyal all through the diaper years. But as the competitor pushed media spending, lowered prices and ran big campaigns for their smaller diapers, Libero’s volume trend in the segment was –5.4%*. The challenge was to reverse the trend by finding new ways to reach the parents and strengthening Libero's position as the most liked brand.

*Nielsen

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!

So, instead of creating a classic advertising film, we chose a documentary approach. Instead of a traditional voice over, we wrote a poem. Instead of creating regular social media posts, we welcomed babies in their parents’ Instagram feeds. Instead of staged ad photos, we used the parents’ own pictures.

By using what we already knew about millennials, as well as looking into their digital behaviour, we put down a few strategic pointers. They despised norms, loved freedom and attention almost as much as they hated “fake” brands. Little of that changed, as they became parents. That insight fitted perfectly with Libero´s progressive platform Free to be. In which the brand takes a stand for children’s right to be whoever they want to be. Alongside the fact that Sweden is one of the more progressive countries in the world, we had our strategy. We had to be seen as real, authentic and at the same time give our target group attention! On that basis, we decided to do the opposite of other brands – we would show the beauty of real births. And give new parents attention on their social media posts, rather than writing our own.

Target:

• Brand interest: +50%*

• Feeling for the brand: +50%*

• Purchase intent: +50%*

• Volume trend Small diapers: From -5,4% to +0,5%**

* Ipsos TV Norms

** Nielsen

Results:

• Brand interest: +101% vs target

• Feeling for the brand: +43% vs target

• Purchase intent: +93% vs target

• Volume trend Small diapers: From -5,4% to +4,4%

Sales

• +3% in the Small diaper segment

(A remarkable result considering Libero has 68% of the segment in a mature market)

Impressions

• Gross reach: 36 456 372 million impressions

• Social media unique reach: 2 million views

Conclusion

By getting the target group to interact and engage with us, and by showing births as they really are, we manage to create Libero’s best campaigns ever from a branding point of view.