Title	CAREFULLY SELECTED BY BABIES
Brand	ESSITY HYGIENE AND HEALTH
Product/Service	LIBERO
Category	C04. Competitions & Promotional Games
Entrant	MOMENTUM Gothenburg, SWEDEN
Idea Creation	MOMENTUM Gothenburg, SWEDEN

Name	Company	Position
Markus Näslund	Momentum Sverige	Creative Director
Annsofie Antoncic	Momentum Sverige	Art Director
Anna Kristinsdottir	Momentum Sverige	Art Director
Daniel Wallin	Momentum Sverige	Copywriter
Stina Moberg	Momentum Sverige	AD-assistant
Karoline Lenhult	Essity Hygiene & Health	Designer
Anders Collin	Momentum Sverige	Account Director
Jeanette Åberg	Momentum Sverige	Account Manager
Richard Björlin	Paroll	Producer
Tobias Bergman	Boutique Bergman	Director

Why is this work relevant for Brand Experience & Activation?

The Favorites Edition campaign for Libero created both record sales and built customer engagement by integrating the end user and the target audience in the campaign. This was done in two ways. First, we let the kids decide the design of Liberos limited edition diapers. Then we rewarded repeat customers with gifts for their kids that the parents couldn’t wait to show off in their social media. By reposting the pictures, the campaign found new customers, who in turn bought diapers and showed off their kids in their social media and voila, we had a record selling campaign!

background

Libero is a strong market leader in Sweden within the diaper category with 60% volume shares. It is a highly mature and competitive market with declining sales, -2% vs last year. Once a year, Libero releases a Limited Edition range of diapers based on a new theme. This is a long-term strategy to keep market shares and generate liking for the brand. It has been identified as the key activation to keep the market position and deliver upon both sales- and brand targets such as sales volume, differentiation and loyalty. This is truly remarkable considering that the global competitor giant has 5 times bigger share of media spend. Our challenge was, after over a decade of successful limited editions, to create a new limited edition and execute it so that it would be even more successful than the previous ones.

Describe the creative idea (20% of vote)

We based the idea on a simple but radical insight: even small kids know what they like. They are strong-willed and instinctively have their own favorites. So, our idea was to hand over the power to the kids and let them decide the design on this years’ limited-edition diapers and let their parents be brand ambassadors and part of the marketing to make it spread and create engagement.

Describe the strategy (20% of vote)

Our strategy was to fully integrate the end users and target audience in the campaign. This was done in two ways. First, we let the kids decide their favorite designs. Then we rewarded repeat customers with gifts for their kids – kids’ costumes in their own favorite designs. The idea was to take advantage of parents’ desire to show off their kids, make them post pictures of their kids, repost in Libero channels and thereby attract new parents to buy Libero diapers and post pictures. This way we created an approach that continuously keeps on building reach and engagement further and further.

Describe the execution (30% of vote)

Implementation: a) Let the kids decide the designs to create a campaign the kids would love b) Make a limited diaper collection and promotion packs with the designs to create a want-factor and impact in-store. c) Create a promotion mechanism to reward repeat customers and drive sales and engagement – Collect X Libero, get a costume in the kid’s favorite designs. d) Making these costumes as gifts with purchase (GWP) was key to create engagement and make parents post pictures to show off their kids e) Parents posting combined with Libero reposting, reached new parents, who bought the diapers and posted. Timeline: April 29th to July 14th, 2019. Placement: Bought, owned, earned media. Placements in Facebook, Instagram (posts/short films), YouTube, PlayTV (OLV), In-store (POS-material, promo packs), print in parenting magazines to reach the target group in all touchpoints. Scale: Digital campaign, with sufficient pressure to reach target group.

List the results (30% of vote)

Business results: • Sales: +9% (vs previous year) • Market share: 64% (+7% vs previous year) In a declining market, -2% in volume vs previous year, Libero increased sales +9% vs previous year. We also increased market share to 64% (+7% vs previous year when we had the best-selling campaign to date). Really impressive results in the context of being such a dominant market leader in a highly competitive and mature market where the main competitor has 5 times bigger share of media spend, making it nearly impossible to take market shares. Marketing results: • Most often used: 78% (+35% vs target) • Uniqueness: 72% (+29% vs target) • Impressions: 35,8 million (+41% vs target) • Recognition total online net: 67% (+91% vs target) For a campaign with such a clear sales focus, it’s remarkable that it also delivers a strong positive impact on all KPIs in IPSOS brand tracking.