DREAM VACATION WITH LIBERO UP&GO
DREAM VACATION WITH LIBERO UP&GO
Activation “Ideal country for Up&Go family” for diaper brand Libero
Libero is a brand from Sweden, one of the key manufacturers of baby care products: diapers, panties, wet wipes, disposable nappies and bibs. Part of the Essity brand portfolio.
The agency has been working with Libero since 2017. The project was implemented from May 8 to June 5, 2018.
GOALS AND OBJECTIVES
Inform about the product and its benefits, generate demand, convert the target audience into a category of consumers.
- Launch a landing platform with competitive activation mommy.libero.ua.
- Attract participants.
- Create a product promotion through activation.
- Create demand for a new collection.
- Increase sales of Libero.
THE TARGET AUDIENCE
Women aged 20 to 45 who are interested in baby products, in particular diapers. Ready to be active in online brand events and form a community of like-minded people, sharing the values of Libero.
IDEA
Vacation is a desired event for the whole family, especially if there is a baby in the house. We chose a simple mechanic: on the mommy.libero.ua landing page. invited participants to analyze their Facebook profile in order to determine the ideal country for traveling with the whole family. This activity was perfect for the beginning of the holiday season.
To encourage users to share their results, we raffled off a pack of Libero Up&Go daily. And at the end of the campaign, one participant received 5 large packages.
After authorization, the profile analysis process was automatically launched and the participant received the result, which he could share on his Facebook page. Retargeting site visitors who didn’t pass the test the first time for various reasons helped to get an additional result.
RESULTS
1 583 of people shared their test results on Facebook
6 505 unique landing page visitors
1 852 visitors passed the test
657 489 advertising campaign reach
39 740 organic reach
24 %, over fulfillment of reach KPI
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DREAM VACATION WITH LIBERO UP&GO
Activation “Ideal country for Up&Go family” for diaper brand Libero
Libero is a brand from Sweden, one of the key manufacturers of baby care products: diapers, panties, wet wipes, disposable nappies and bibs. Part of the Essity brand portfolio.
The agency has been working with Libero since 2017. The project was implemented from May 8 to June 5, 2018.
GOALS AND OBJECTIVES
Inform about the product and its benefits, generate demand, convert the target audience into a category of consumers.
- Launch a landing platform with competitive activation mommy.libero.ua.
- Attract participants.
- Create a product promotion through activation.
- Create demand for a new collection.
- Increase sales of Libero.
THE TARGET AUDIENCE
Women aged 20 to 45 who are interested in baby products, in particular diapers. Ready to be active in online brand events and form a community of like-minded people, sharing the values of Libero.
IDEA
Vacation is a desired event for the whole family, especially if there is a baby in the house. We chose a simple mechanic: on the mommy.libero.ua landing page. invited participants to analyze their Facebook profile in order to determine the ideal country for traveling with the whole family. This activity was perfect for the beginning of the holiday season.
To encourage users to share their results, we raffled off a pack of Libero Up&Go daily. And at the end of the campaign, one participant received 5 large packages.
After authorization, the profile analysis process was automatically launched and the participant received the result, which he could share on his Facebook page. Retargeting site visitors who didn’t pass the test the first time for various reasons helped to get an additional result.