Libero
The Night
Night-time parenting is a thing. When we asked Libero Club members about the nights with a newborn, 7 out of 10 answered feeling lonely at times, and 6 out of 10 reported feelings of worry or low mood during the night hours.
Challenge
Becoming a parent is a wild ride, with sleepless nights being one of the steepest challenges in the beginning. When we asked Libero Club members about the nights with a newborn, 7 out of 10 answered feeling lonely at times, and 6 out of 10 reported feelings of worry or low mood during the night hours. Libero wanted to meet parents in exactly those hours, with support and community as a comforting answer.
Solution
In our first brand campaign, we portrayed that reality, adding the support and community Libero offers as a comforting presence when needed. The campaign became the starting point for Libero’s new Nordic communication platform, with emotional storytelling and a deeper connection with parents at its core. The main story aired alongside supporting content featuring experts addressing the most common challenges across owned channels, honest profile collaborations telling the true story of night-time parenting, and “Nattsnacket” – a new real-time forum thread where awake parents could connect, share experiences and support each other through the night.
Results
The campaign generated the third-highest measured liking score, as well as a number of important peer-to-peer discussions in the Libero forum. Rolled out across the Nordics through digital channels, OLV, CTV, podcasts and owned platforms, the campaign strengthened Libero’s emotional relevance early in the parenting journey, positioning the brand as more than just a product provider, but as a genuine source of support for new families. Most importantly, it showed parents that they’re not alone in the most challenging moments.
