BabyBuzz is a simple yet revolutionizing bracelet for both parents to wear during pregnancy. When the baby kicks in the belly, the non-pregnant partner receives a buzz vibration in real-time – whenever, wherever.

The ambition is to make pregnant mothers a little less lonely and allow for the partners to become more involved during the earliest stage of parenthood. BabyBuzz is also a great way to show the world that you're becoming a parent – even if you're not carrying the baby.

Instead of developing BabyBuzz behind closed doors, the idea was to launch a fully functional prototype and test it live together with some of Sweden's most influential bloggers during their pregnancies. That way, Libero could turn the product development into ongoing content and communication.

TECHNOLOGY

Libero BabyBuzz is designed to be as easy to use as possible. Two bracelets are connected via bluetooth to a smartphone and communicate over the internet via an app – with 6 months battery life. When the baby kicks, the mother sends a buzz-signal sensation to the non-pregnant partner in real-time.

THE PROTOTYPE

During 2014-2015 a prototype was developed together with parents-to-be from the Libero Club and tested live with one of Sweden’s most influential bloggers during her pregnancy. The process was filmed and became a YouTube documentary. Each stage of the product development created new PR possibilities, and the response confirmed the need the real product.

THE REAL PRODUCT – NOT SOLD, SHARED FOR FREE

After almost two years of in-use learnings BabyBuzz was launched in 2016. Since BabyBuzz is only used for a brief period of time, we've decided to not sell the product – instead, we've designed a sustainable lending program via The Libero Club that makes the product free to borrow. Every single part of the product is replaceable and can be changed for the next expecting couple to use.

The quality of response from parents and Libero club members confirmed need among expectant couples for a product like this, that help make both parents more involved in the pregnancy process.

Over 15,000 people visited the product site to sign-up in the first hours of the launch in Sweden. And the YouTube documentary of the prototype testing process has over 700,000 views and counting.

Total reach amounts to 82 Million so far. That’s the whole population of Sweden times eight. That equals a total estimated PR-value of 4,1 Million Euro.

And among those that have received and started using BabyBuzz, a total of 97,763 vibrations have been sent between expecting parents and couples.

Four new countries have expressed interest in launching BabyBuzz of which Finland is next to launch.

What started with a simple question is now a real product that is changing the way pregnancies are shared.

BabyBuzz is not just a creative advertising idea, it's not just a temporary stunt or a PR product. It's a REAL consumer product, offered for free, to try solving a real need expressed by parents – feeling alone in the pregnancy process – with technology and innovation. And letting consumers and media follow that innovation process serves as a source for content, PR and advertising along the way.

Nordic diaper brand Libero has a long tradition of helping parents by innovation. In 1955, they invented the world's first disposable diaper. Today, The Libero Club is the largest online forum in the Nordics for parents and parents-to-be, filled with discussions on the challenges of having children.

Thanks to a new planning approach and data-driven insight work, Libero's CRM platform and online forum plays an important part for the brand's communication. The most discussed topic in the forum also became the brief. It was a question that seemed to engage many users and addressed an important issue they experience: 'How can I make my partner more involved in our pregnancy?'

By solving this problem for pregnant couples, the objective has been to strengthen Libero's position as an innovative market leader as well as to create new incentives for expectant parents to become members in The Libero Club.