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Babybuzz
案例简介：执行 原型在 2014-2015 期间，一个原型是与 Libero 俱乐部的准父母一起开发的，并在瑞典最有影响力的博客作者之一怀孕期间进行了现场测试。这个过程被拍摄并成为 YouTube 纪录片。产品开发的每个阶段都创造了新的公关可能性，响应证实了真正产品的需求。真正的产品 -- 没有销售，免费共享，经过近两年的使用学习，BabyBuzz 于 2016年推出。由于怀孕只是暂时的，我们通过 Libero Club 设计了一个可持续的贷款计划，让所有准父母都可以免费借用和使用该产品。但是首先我们邀请了现有的自由俱乐部成员，其中 75% 的父母和未来父母是北欧的成员。公众发布主要使用自有渠道、社交媒体和公关推广。 概要 北欧尿布品牌 Libero 有着通过创新帮助父母的悠久传统。1955 年，他们发明了世界上第一个一次性尿布。今天，自由俱乐部是北欧最大的在线论坛，为父母和未来父母服务，充满了关于生孩子挑战的讨论。由于新的规划方法和数据驱动的洞察力工作，Libero 的 CRM 平台和在线论坛对品牌的沟通发挥了重要作用。论坛上讨论最多的话题也变成了简报。这个问题似乎吸引了许多用户，并解决了他们遇到的一个重要问题: “我如何让我的伴侣更多地参与我们的怀孕？”？通过为怀孕夫妇解决这个问题,目标是加强 Libero 作为创新市场领导者的地位，并为准父母成为 Libero 俱乐部成员创造新的激励措施。 相关性 BabyBuzz 不仅仅是一个创造性的公关想法，也不仅仅是一个公关噱头或公关产品。这是一种真正的消费产品，免费提供，尝试用技术和创新来解决父母表达的真正需求 -- 在怀孕过程中感到孤独。让消费者和媒体遵循这个过程可以作为内容和公关的来源。 结果 父母和自由俱乐部成员的反应质量证实了怀孕夫妇对这种产品的需求，这有助于让父母双方更多地参与怀孕过程。在瑞典发布的第一个小时，超过 15,000 人访问了产品网站注册。YouTube 关于原型测试过程的纪录片有 700,000 多次观看和计数。到目前为止，总共达到 8200万。这是瑞典总人口的八倍。这相当于 410 万欧元的总估计 pr值。85% 积极的情绪。在那些已经接受并开始使用 BabyBuzz 的人中,总共有 97,763 次嗡嗡声在即将到来的父母和夫妇之间发出。四个新的国家表示有兴趣推出 BabyBuzz，芬兰将推出 BabyBuzz。从一个简单的问题开始，现在是一个真正的产品，它正在改变怀孕的分享方式，一次一个嗡嗡声。 活动描述 BabyBuzz 是一个简单但革命性的手镯，供父母在怀孕期间佩戴。当婴儿踢肚子时，非怀孕伴侣会实时收到嗡嗡声 -- 无论何时何地。我们的目标是让怀孕的母亲少一点孤独，让伴侣在为人父母的早期阶段变得更加投入。BabyBuzz 也是一个向世界展示你正在成为父母的好方法 -- 即使你没有怀孩子。这个想法不是在闭门开发 BabyBuzz，而是推出一个全功能的原型，并在怀孕期间与一些瑞典最有影响力的博客作者一起测试。这样，Libero 可以将产品开发转化为持续的内容和交流。 战略 父母倾向于忠于他们购买的第一个尿布品牌。因此，利波希望尽早与他们建立关系 -- 最好是在怀孕期间。这篇简报是基于 Libero Club 最大的在线论坛 “未来父母” 讨论最多的话题: “我如何让我的伴侣更多地参与我们的怀孕？”？ “即使近年来父母关系变得更加平等，准夫妇也会花很多时间离开对方,没有怀孕的伴侣情感联系较少。我们与著名人类学家 Katarina Graffman 博士一起，通过实地研究验证了我们的发现，以了解怀孕夫妇的需求。我们将这份报告与国际研究结合起来，证明共同怀孕会导致更好的关系、更幸福的夫妇、更安全的母亲以及更安全、不那么复杂的分娩。简而言之，分享怀孕对包括婴儿在内的每个人来说都更好。
Babybuzz
案例简介：Execution THE PROTOTYPEDuring 2014-2015 a prototype was developed together with parents-to-be from the Libero Club and tested live with one of Sweden’s most influential bloggers during her pregnancy. The process was filmed and became a YouTube documentary. Each stage of the product development created new PR possibilities, and the response confirmed the need the real product.THE REAL PRODUCT – NOT SOLD, SHARED FOR FREEAfter almost two years of in-use learnings BabyBuzz was launched in 2016. Since pregnancy is only temporary, we designed a sustainable lending program via The Libero Club that makes the product free to borrow and use for all expectant parents.PR OUTREACHPR was made during the whole process. But first we invited existing Libero Club members, of which 75% of all parents and parents-to-be are members in the Nordics. The public launch used primarily owned channels, social media and PR outreach. Synopsis Nordic diaper brand Libero has a long tradition of helping parents by innovation. In 1955, they invented the world's first disposable diaper. Today, The Libero Club is the largest online forum in the Nordics for parents and parents-to-be, filled with discussions on the challenges of having children. Thanks to a new planning approach and data-driven insight work, Libero's CRM platform and online forum plays an important part for the brand's communication. The most discussed topic in the forum also became the brief. It was a question that seemed to engage many users and addressed an important issue they experience: 'How can I make my partner more involved in our pregnancy?'By solving this problem for pregnant couples, the objective has been to strengthen Libero's position as an innovative market leader as well as to create new incentives for expectant parents to become members in The Libero Club. Relevancy BabyBuzz is not just a creative PR idea, it's not just a PR stunt or PR product. It's a REAL consumer product, offered for free, to try solving a real need expressed by parents – feeling alone in the pregnancy process – with technology and innovation. And letting consumers and media follow that process serves as a source for content and PR along the way. Outcome The quality of response from parents and Libero club members confirmed need among expectant couples for a product like this, that help make both parents more involved in the pregnancy process.Over 15,000 people visited the product site to sign-up in the first hours of the launch in Sweden. And the YouTube documentary of the prototype testing process has over 700,000 views and counting. Total reach amounts to 82 Million so far. That’s the whole population of Sweden times eight. That equals a total estimated PR-value of 4,1 Million Euro. 85% positive sentiment.And among those that have received and started using BabyBuzz, a total of 97,763 buzz vibrations have been sent between expecting parents and couples.Four new countries have expressed interest in launching BabyBuzz of which Finland is next to launch.What started with a simple question is now a real product that is changing the way pregnancies are shared, one buzz at a time. CampaignDescription BabyBuzz is a simple yet revolutionizing bracelet for both parents to wear during pregnancy. When the baby kicks in the belly, the non-pregnant partner receives a buzz vibration in real-time – whenever, wherever.The ambition is to make pregnant mothers a little less lonely and allow for the partners to become more involved during the earliest stage of parenthood. BabyBuzz is also a great way to show the world that you're becoming a parent – even if you're not carrying the baby. Instead of developing BabyBuzz behind closed doors, the idea was to launch a fully functional prototype and test it live together with some of Sweden's most influential bloggers during their pregnancies. That way, Libero could turn the product development into ongoing content and communication. Strategy Parents tend to be loyal to the first diaper brand that they buy. Hence, Libero wants to establish a relationship with them as early as possible – preferably during the pregnancy. The brief was based on the most discussed topic in The Libero Club, the largest online forum for parents-to-be: 'How can I make my partner more involved in our pregnancy?'Even if parenthood has become more equal in recent years, expectant couples spend a lot of time away from each other, with the non-pregnant partner being less emotionally connected. Together with renowned anthropologist Dr. Katarina Graffman, we validated our findings with a field study to understand the needs of pregnant couples.We combined the report with international research proving that shared pregnancies lead to better relationship, happier couples, more secure mothers and safer, less complicated deliveries. In short, a shared pregnancy is better for everyone involved, including the babies.
Babybuzz
案例简介：执行 原型在 2014-2015 期间，一个原型是与 Libero 俱乐部的准父母一起开发的，并在瑞典最有影响力的博客作者之一怀孕期间进行了现场测试。这个过程被拍摄并成为 YouTube 纪录片。产品开发的每个阶段都创造了新的公关可能性，响应证实了真正产品的需求。真正的产品 -- 没有销售，免费共享，经过近两年的使用学习，BabyBuzz 于 2016年推出。由于怀孕只是暂时的，我们通过 Libero Club 设计了一个可持续的贷款计划，让所有准父母都可以免费借用和使用该产品。但是首先我们邀请了现有的自由俱乐部成员，其中 75% 的父母和未来父母是北欧的成员。公众发布主要使用自有渠道、社交媒体和公关推广。 概要 北欧尿布品牌 Libero 有着通过创新帮助父母的悠久传统。1955 年，他们发明了世界上第一个一次性尿布。今天，自由俱乐部是北欧最大的在线论坛，为父母和未来父母服务，充满了关于生孩子挑战的讨论。由于新的规划方法和数据驱动的洞察力工作，Libero 的 CRM 平台和在线论坛对品牌的沟通发挥了重要作用。论坛上讨论最多的话题也变成了简报。这个问题似乎吸引了许多用户，并解决了他们遇到的一个重要问题: “我如何让我的伴侣更多地参与我们的怀孕？”？通过为怀孕夫妇解决这个问题,目标是加强 Libero 作为创新市场领导者的地位，并为准父母成为 Libero 俱乐部成员创造新的激励措施。 相关性 BabyBuzz 不仅仅是一个创造性的公关想法，也不仅仅是一个公关噱头或公关产品。这是一种真正的消费产品，免费提供，尝试用技术和创新来解决父母表达的真正需求 -- 在怀孕过程中感到孤独。让消费者和媒体遵循这个过程可以作为内容和公关的来源。 结果 父母和自由俱乐部成员的反应质量证实了怀孕夫妇对这种产品的需求，这有助于让父母双方更多地参与怀孕过程。在瑞典发布的第一个小时，超过 15,000 人访问了产品网站注册。YouTube 关于原型测试过程的纪录片有 700,000 多次观看和计数。到目前为止，总共达到 8200万。这是瑞典总人口的八倍。这相当于 410 万欧元的总估计 pr值。85% 积极的情绪。在那些已经接受并开始使用 BabyBuzz 的人中,总共有 97,763 次嗡嗡声在即将到来的父母和夫妇之间发出。四个新的国家表示有兴趣推出 BabyBuzz，芬兰将推出 BabyBuzz。从一个简单的问题开始，现在是一个真正的产品，它正在改变怀孕的分享方式，一次一个嗡嗡声。 活动描述 BabyBuzz 是一个简单但革命性的手镯，供父母在怀孕期间佩戴。当婴儿踢肚子时，非怀孕伴侣会实时收到嗡嗡声 -- 无论何时何地。我们的目标是让怀孕的母亲少一点孤独，让伴侣在为人父母的早期阶段变得更加投入。BabyBuzz 也是一个向世界展示你正在成为父母的好方法 -- 即使你没有怀孩子。这个想法不是在闭门开发 BabyBuzz，而是推出一个全功能的原型，并在怀孕期间与一些瑞典最有影响力的博客作者一起测试。这样，Libero 可以将产品开发转化为持续的内容和交流。 战略 父母倾向于忠于他们购买的第一个尿布品牌。因此，利波希望尽早与他们建立关系 -- 最好是在怀孕期间。这篇简报是基于 Libero Club 最大的在线论坛 “未来父母” 讨论最多的话题: “我如何让我的伴侣更多地参与我们的怀孕？”？ “即使近年来父母关系变得更加平等，准夫妇也会花很多时间离开对方,没有怀孕的伴侣情感联系较少。我们与著名人类学家 Katarina Graffman 博士一起，通过实地研究验证了我们的发现，以了解怀孕夫妇的需求。我们将这份报告与国际研究结合起来，证明共同怀孕会导致更好的关系、更幸福的夫妇、更安全的母亲以及更安全、不那么复杂的分娩。简而言之，分享怀孕对包括婴儿在内的每个人来说都更好。
Babybuzz
案例简介：Execution THE PROTOTYPEDuring 2014-2015 a prototype was developed together with parents-to-be from the Libero Club and tested live with one of Sweden’s most influential bloggers during her pregnancy. The process was filmed and became a YouTube documentary. Each stage of the product development created new PR possibilities, and the response confirmed the need the real product.THE REAL PRODUCT – NOT SOLD, SHARED FOR FREEAfter almost two years of in-use learnings BabyBuzz was launched in 2016. Since pregnancy is only temporary, we designed a sustainable lending program via The Libero Club that makes the product free to borrow and use for all expectant parents.PR OUTREACHPR was made during the whole process. But first we invited existing Libero Club members, of which 75% of all parents and parents-to-be are members in the Nordics. The public launch used primarily owned channels, social media and PR outreach. Synopsis Nordic diaper brand Libero has a long tradition of helping parents by innovation. In 1955, they invented the world's first disposable diaper. Today, The Libero Club is the largest online forum in the Nordics for parents and parents-to-be, filled with discussions on the challenges of having children. Thanks to a new planning approach and data-driven insight work, Libero's CRM platform and online forum plays an important part for the brand's communication. The most discussed topic in the forum also became the brief. It was a question that seemed to engage many users and addressed an important issue they experience: 'How can I make my partner more involved in our pregnancy?'By solving this problem for pregnant couples, the objective has been to strengthen Libero's position as an innovative market leader as well as to create new incentives for expectant parents to become members in The Libero Club. Relevancy BabyBuzz is not just a creative PR idea, it's not just a PR stunt or PR product. It's a REAL consumer product, offered for free, to try solving a real need expressed by parents – feeling alone in the pregnancy process – with technology and innovation. And letting consumers and media follow that process serves as a source for content and PR along the way. Outcome The quality of response from parents and Libero club members confirmed need among expectant couples for a product like this, that help make both parents more involved in the pregnancy process.Over 15,000 people visited the product site to sign-up in the first hours of the launch in Sweden. And the YouTube documentary of the prototype testing process has over 700,000 views and counting. Total reach amounts to 82 Million so far. That’s the whole population of Sweden times eight. That equals a total estimated PR-value of 4,1 Million Euro. 85% positive sentiment.And among those that have received and started using BabyBuzz, a total of 97,763 buzz vibrations have been sent between expecting parents and couples.Four new countries have expressed interest in launching BabyBuzz of which Finland is next to launch.What started with a simple question is now a real product that is changing the way pregnancies are shared, one buzz at a time. CampaignDescription BabyBuzz is a simple yet revolutionizing bracelet for both parents to wear during pregnancy. When the baby kicks in the belly, the non-pregnant partner receives a buzz vibration in real-time – whenever, wherever.The ambition is to make pregnant mothers a little less lonely and allow for the partners to become more involved during the earliest stage of parenthood. BabyBuzz is also a great way to show the world that you're becoming a parent – even if you're not carrying the baby. Instead of developing BabyBuzz behind closed doors, the idea was to launch a fully functional prototype and test it live together with some of Sweden's most influential bloggers during their pregnancies. That way, Libero could turn the product development into ongoing content and communication. Strategy Parents tend to be loyal to the first diaper brand that they buy. Hence, Libero wants to establish a relationship with them as early as possible – preferably during the pregnancy. The brief was based on the most discussed topic in The Libero Club, the largest online forum for parents-to-be: 'How can I make my partner more involved in our pregnancy?'Even if parenthood has become more equal in recent years, expectant couples spend a lot of time away from each other, with the non-pregnant partner being less emotionally connected. Together with renowned anthropologist Dr. Katarina Graffman, we validated our findings with a field study to understand the needs of pregnant couples.We combined the report with international research proving that shared pregnancies lead to better relationship, happier couples, more secure mothers and safer, less complicated deliveries. In short, a shared pregnancy is better for everyone involved, including the babies.
Babybuzz
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Babybuzz
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