Title	BABYBUZZ
Brand	SCA HYGIENE PRODUCTS
Product/Service	LIBERO
Category	C01. Use of Digital in a PR campaign
Entrant Company	VOLONTAIRE Stockholm, SWEDEN
Advertising Agency	VOLONTAIRE Stockholm, SWEDEN
Media Agency	ZENITHOPTIMEDIA Stockholm, SWEDEN
Production Company	PEOPLE PEOPLE Stockholm, SWEDEN
Production Company 2	BIRGER & BLOM Stockholm, SWEDEN
Production Company 3	STOPP Stockholm, SWEDEN

Name	Company	Position
Eva Nilsson	Volontaire	Account Director
Patrick Kampmann	Volontaire	Senior Planner
Johanna Jöhncke	Volontaire	Agency Producer
Andreas Hård Af Segerstad	Volontaire	Digital Producer
Rasmus Nilsson	Volontaire	Creative Director
Elisabeth Fischer	Volontaire	Copywriter
Lucas Lima	Volontaire	Art Director
Niklaz Lönnqvist	Volontaire	Art Director
Kalle Mattsson	Volontaire	Designer
Viktor Bolin	Volontaire	Pr Strategist
Joakim Ohlsson	Volontaire	Pr Consultant

The Campaign

After conducting thorough research on pregnant couples in the Nordics, one insight was very clear. The mother typically wishes that her partner would be more present, while the non-pregnant partner wants to be more engaged, but don’t know what to do to achieve closeness. Instead of turning this knowledge into a classic alarm report, we created the world’s first intelligent bracelet, specifically developed for pregnant couples. Whenever the mother feels her baby kicking she simply presses a button on her bracelet. This produces a vibration in real-time on her partners wrist, regardless on where he or she is in the world. This creates a whole new way to be intimate across vast spaces throughout the pregnancy. This prototype was documented and presented to parents across the Nordics, resulting in more than 920 Twitter and Facebook posts, collectively reaching 6,6 million people. Another 10 million people were reached through traditional media outlets covering the project. Collectively, this added up to reaching 16,6 million Nordic people, or roughly 63 percent of the region. But the numbers were never the end game. The project is about really helping parents staying close throughout the pregnancy. Therefore, the fact that the prototype is now developed into a commercial product is what really makes us proud.

The Brief

The overarching goal was to create a greater sense of closeness between pregnant couples in the Nordics. This broke down into two quantitative goals: - 200 000 views in the Nordics for the project video. - Reaching a PR value of €200 000 across the Nordics.

Execution

Instead of producing yet another alarm report, we chose to angle the insights about the problems pregnant couples experience into something positive. This usually means that the communication loses its newsworthiness. But for Libero there was no other way to stay true to its brand than by becoming a part of the solution instead. Baby Buzz is the the world’s first intelligent bracelet, specifically developed for pregnant couples. Whenever the mother feels her baby kicking she simply presses a button on her bracelet. This produces a vibration in real-time on her partners wrist, regardless on where he or she is in the world. This creates a whole new way to be intimate across vast spaces throughout the pregnancy. This technical solution was then put in the hands of actual expecting parents. That way, the human aspect (our main message) was automatically included in the story once it reached the media.

Baby Buzz was an immediate success. In social media, a lengthy conversation was spurred, resulting in more than 920 posts on Twitter and Facebook, collectively reaching more than 6,6 million people. Over 50 blog posts and 30 news outlets covered the experiment, resulting in another 10 million in potential reach. 700 000 people saw the project video and the PR value is estimated at €1,3 million. But what really makes us proud is that the results of the live tests of the prototype were so positive that Libero is now developing it into a real commercial. This means it will be readily available for every pregnant couple in the Nordics, creating a greater sense of closeness than ever humanly possible before.

The Strategy

The work begun from inside, by harnessing the already existing knowledge base in Libero’s customer club. As many as 80 percent of all Swedish parents of small children (0-3 yrs) are currently members in the club and by analyzing data it was clear that both pregnant parents wish to have a greater sense of closeness throughout the pregnancy. This hypothesis was later validated through a qualitative study conducted by Dr Katarina Graffman, where she and her team visited with pregnant couples for weeks, using the participatory inquiry method. This knowledge resulted in the strategy to create a physical solution to this well-known and overly debated yet unsolved problem.