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-signal sensation 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 this wearable tech 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 an ongoing content platform.

Today, the finished product – with 6 months battery life – is shared for free with pregnant couples through The Libero Club.

During 2015, Libero developed a fully functional prototype with selected parents-to-be from The Libero Club and tested it live with some of Sweden's most influential bloggers during their pregnancies to reach a broader audience.

The whole process was filmed and became a documentary film and YouTube series. Every stage of the product development created a PR possibility, with lots of supporting content.

After a year of in-use learnings, Libero is now launching the real product – with 6 months battery life. The final design positions BabyBuzz far from wearable tech in sports. The product is soft and tactile, thanks to a material like felt, making it a manifestation and conversation starter for the non-pregnant partner.

Since BabyBuzz is only used for a brief period of time, we've designed a sustainable lending program via The Libero Club that makes the product free to borrow for all expectant parents.

The quality of response and target affinity in all Nordic countries are beyond all expectations and show that there's a real need among expectant couples for a product like this from a trusted source like Libero.

In the prototype phase alone, BabyBuzz reached 10 000 000 people in traditional media and another 6 500 000 people through social media. The YouTube documentary has over 700 000 views and counting, and over 15 000 people visited the product site in the first hours of the launch.

Most importantly, the prototype evolved into a real product. With the Nordic launch of 10 000 units, distributed through The Libero Club and lended to expectant couples for free, BabyBuzz is a new way to earn loyal diaper customers – during the pregnancy.

Research shows that shared pregnancies lead to better relationship, happier fathers, more secure mothers and less complicated deliveries. A shared pregnancy is better for everyone involved, including the baby.

Libero BabyBuzz is a revolutionizing new way to experience the pregnancy together. This wearable tech for expectant couples is soft and tactile with a felt wristband, making it a manifestation and conversation starter for the non-pregnant partner. With 6 months battery life.

Thanks to an sustainable lending program, BabyBuzz is shared for free with pregnant couples via The Libero Club that makes the product free to borrow for all expectant parents.

Parents tend to be loyal to the first diaper brand that they buy. Hence, Libero wants to establish a relationship with them as early as possible – preferably during the pregnancy. The brief was based on the most discussed topic in The Libero Club, the largest online forum for parents-to-be: 'How can I make my partner more involved in our pregnancy?'

Even if parenthood has become more equal in recent years, expectant couples spend a lot of time away from each other, with the non-pregnant partner being less emotionally connected. Together with renowned anthropologist Dr. Katarina Graffman, we validated our findings with a field study to understand the needs of pregnant couples.

We combined the report with international research proving that shared pregnancies lead to better relationship, happier fathers, more secure mothers and safer, less complicated deliveries. In short, a shared pregnancy is better for everyone involved, including the babies.

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, written by the end users and addressing a real issue: '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.