Competitive activation of «Little aristocrats» for the brand Libero.
The agency has been working with Libero since 2017.
The key goal of activities: to stimulate sales of a new brand product.
As part of the activation of «Little aristocrats»:
1. Launch of a landing platform with a photo contest.
2. Attracting participants of the photo contest.
Conducting a joint BTL campaign with influencers
Women from 20 to 45 years old, residents of Kiev who are interested in products for babies, in particular diapers, are ready to be active in online events of the brand and actively form a community of like-minded people, sharing the values of Libero.
For every mother, her baby is the best, and the whole world should know about it. In addition, mothers are willing to get involved in game activation formats. By combining these two simple insights, we got the perfect concept for the «Little aristocrats» photo contest.
And to emphasize the premium of the new line of diapers and increase coverage, we simultaneously held activities with opinion leaders and famous mothers. At the same time, they didn’t spend a penny on accommodation. How? We created a separate show for each family of the influencer, which in itself became a powerful information occasion, so bloggers and celebrities were happy to share messages about Libero Touch with their audiences.
The key platform for communication was the competitive landing page. We have developed a content strategy and design, communication tone and activation mechanics, thought through the frequency of interaction with the target audience and build a clear target to attract participants.
The user’s path was as follows: mothers visited the website, uploaded the best photo of their baby, passed a short test and received the result + photo framed in a thematic frame. We have developed 6 images with different designs: from a gentleman to a thunderstorm on the outskirts.
The aristocratic model and face of the campaign was the baby Mira. We had a photo shoot with her in lace and premium diapers. We informed potential participants that Mira, according to the results of our test, is a little lady. And they offered to find out who their baby is?
After uploading, the photo was manually moderated. Every day, among all the participants of the day, we randomly selected one winner (the prize is Libero Touch packaging so that mothers could get acquainted with the premium quality of the new product). According to the results, among the participants who shared the test result on Facebook, we raffled the main prize (monthly stock of Libero Touch products).
To present the premium quality of diapers and communicate this message through bloggers, we thought over this scenario of the action: an old car rolled up to the meeting place with mother and child, an exquisite tailor with Libero Touch packaging on a velvet pillow appeared in the tailcoat. With a Swedish accent, he said that diapers were made by the standards of a small aristocrat.
Most of all, we held the performance in a crowded place where many families walked (parks, squares). Thus, the products received additional coverage and contact with potential buyers.
photos of aristocrats
unique visits to the site
coverage under bloggers` posts
likes under bloggers` posts
free posts with bloggers
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