Activation for the LOO line of ZOO collection diapers Libero
Sasquatch Digital has been working with Libero since 2016. Activation took place from 1 to 30 November 2016.
To support the introduction of Libero Comfort and Up & Go ZOO diapers – panties and diapers with prints of jungle dwellers (monkey, panda, tiger, elephant, giraffe and zebra).
As part of activation:
1. Create a recognizable Libero ZOO.
2. To build an effective activation mechanics for the highest coverage of the audience of parents of children from 0 to 4 years.
1. Create demand for a new collection.
2. Increase Libero sales.
Difficulties of implementation:
Activation had to be carried out in the conditions of introduction of products in outlets – packages “ZOO collection” at that time were not presented in 100% of retail stores and zooprints still had to be found.
Parents of children from 0 to 4 years. Men and women from 25 to 34 years old, residents of Ukraine.
Moms love their little monkeys and take pictures of them several times a day for and without! Why not combine the release of such a photogenic collection of diapers to create the largest photo album with them? We created a landing platform zoo.libero.ua, where parents could upload photos of their babies. But an important nuance: the baby should already be in the diapers of the new line!
Prize fund:
1. daily – 20 large packages of diapers of the “ZOO collection” series;
2. weekly – 2 two tricycles in a print similar to that applied to diapers.
In order to achieve the highest coverage and increase the frequency of contact of CA with information about the new collection, in addition to the activation platform, we have used a range of tools. The recognizability of “ZOO collection” worked: regular SMM-communications, contextual and media advertising (Google and Yandex), siding, publications from influencers (Sofia Stuzhuk, Tanya Prentkovich, Dasha Katsurina, Julia Dzhusupova, etc.) with the support of their posts comments.
To promote activation on social networks, we reviewed the rubric and design, the tone of communication and built the right target to attract participants.
– no repost of content on the pages of quoted mothers;
– repetitions of quoted mothers;
– amateur photo quality;
– unsystematic placement of posts with a promotion;
– unsystematic schedule of publications;
– publication of posts without taking into account the peak activity of subscribers.
– quotes from mothers-bloggers with active links to them;
– reposts of content to the pages of mothers;
– all the mentioned heroines of the community are unique;
– 95% of professional quality photos;
– systematic support of promotions with online stores;
– daily publications during peak hours of subscribers.
Despite the barriers, we exceeded the KPI by 121% in terms of the number of participants.
million moms and dads covered
thousand conversions to the site
photos uploaded to the contest’s album
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