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How is Libero keeping its customers loyal in the digital age?

From starting off as a manufacturer of high-quality nappies, Libero now offers many other services to a wider range of target groups.

Jesper Viktor

Head of Digital Experience, Create Sweden


Society has become increasingly digital, and ways of approaching customer loyalty have changed in line with changing technology trends. Digitalization and the ever-growing use of social media and websites have made it increasingly difficult to get messages across. In order to cut through the media noise and remain relevant to existing and potential customers, Libero needed to ask itself the question: how can we get our message across and offer our services in a simple and easily accessible way and at the same time get our target groups to choose to stay with us?


The answer came in the form of the Libero Club's app, a platform where all important information and relevant services related to customer loyalty are gathered in one place. The app was launched in Sweden in mid-January 2019 and shortly thereafter in Norway, Denmark, and Finland. It is now one of the most popular pregnancy apps in the Nordics.


Libero, a brand of Essity - a global, leading hygiene and health company. Every day, our products, solutions and services are used by a billion people around the world. Our purpose is to break barriers to well-being for the benefit of consumers, patients, caregivers, customers and society.

Sales are conducted in approximately 150 countries under the leading global brands TENA and Tork, and other strong brands such as Actimove, Cutimed, JOBST, Knix, Leukoplast, Libero, Libresse, Lotus, Modibodi, Nosotras, Saba, Tempo, TOM Organic and Zewa.

In 2023, Essity had net sales of approximately SEK 147bn (EUR 13bn) and employed 36,000 people. The company’s headquarters is located in Stockholm, Sweden and Essity is listed on Nasdaq Stockholm. More information at


Pregnancy Calendar - Week by week

Follow the progress of your pregnancy week by week with Libero's smart pregnancy calendar. You'll receive information about what's happening in your body and with your baby during each week of pregnancy. The calendar details your baby's development and provides tips for your health and well-being, as well as what to expect during different phases of pregnancy.

Collect points and buy products in Libero's point shop

Scan codes from your Libero purchases with your mobile camera and collect points in the Libero Club. Use these points in Libero's Point Shop to shop for nice things for your baby, such as vouchers, toys, and clothes.

Hardcover photo book

Create your own photo book with all the special moments you've captured. Once you've gathered enough photos, you can order a beautiful hardcover photo book directly from Libero's Point Shop, as a lasting memory to flip through and share with loved ones.

Offers & Tips

Get tips and offers that are particularly useful during pregnancy and the early years of parenthood. Among these offers is our popular member gift containing practical products and samples for expectant and new parents. We make it easier and more advantageous for you to get what you need during this exciting time.


A new digital age

Libero is one of the best-known baby brands in the Nordic countries. For more than 60 years, Libero has helped you as parents to care for your children in the best possible way, with nappies that protect their sensitive skin. But, during that time, much has happened.

From starting off as a manufacturer of high-quality nappies, Libero now offers many other services to a wider range of target groups. Whereas Libero's marketing used to focus on new parents, it now targets potential parents and fathers-to-be, a group which today is much more involved in their partner's pregnancy than before. The expansion of the company's services and customer base led to a challenge in creating loyalty among more than one target group.

Henrik Ekelund, Strategic Digital Marketing Manager for Libero at Essity, is an expert in loyalty and has worked on behalf of Libero for 8 years. One of his primary tasks is to secure customers' loyalty to the brand: if they buy a packet of nappies, it's his job to make sure that it comes from Libero. Creating customer loyalty is therefore the key to the company's future because, without it, cutting through in a market characterized by fierce competition would be difficult. Technology changes loyalty.

A platform where all important information and relevant services related to customer loyalty are gathered in one place

The new digital media landscape gradually emerged as new technologies were developed, and as far as Henrik is concerned there was no question that an app should become the primary platform for Libero's parents club.

The Libero Club had existed since 1986. Today’s fast-moving environment sets high demands on flexibility and a requirement to change and work agile. We are actually doing the same thing we did in 1986, only that we've digitalized everything. The aim remains the same: to create loyalty and offer the best possible products and services to our customers. And that is something we have done together with Tietoevry Create, said Henrik Ekelund.

To digitalize the Libero Club, Libero opted to collaborate closely with Tietoevry Create. From the start of the project and until today, our product team and Libero have weekly meetings to continuously develop the user experience.

We are very satisfied with the collaboration. We feel that Tietoevry is at the forefront when it comes to UX. They always bring good ideas to the table and are thoughtful about further development for the app. Tietoevry is also excellent when it comes to planning long-term and spotting upcoming trends that can give our target groups advantages, said Henrik Ekelund.

Our product team has now worked with Libero for many years. They are looking forward to further collaboration and are happy that Libero is satisfied with us.

The finished product

The idea for the new app was born in late 2016. Libero wanted to build an app that was original, modern and visually appealing. But the platform also had to enable direct contact with customers.

"Our initial vision for the app was that it should give us a fast and flexible method of communicating and sharing information with our customers, explained Henrik."

Because we're the biggest parents club in the Nordics, we wanted to create a meeting place where we could create value not only for our existing customers but for future customers too. We used to have everything gathered on our website, said Henrik Ekelund.

"Launching the Libero Club as an app was the best way of providing a user-friendly experience where we could seamlessly tailor content and interact better with our customers. Now that the mobile phone has become an extended arm, the app gives us opportunities to interact with our customers 24/7, which of course has a heavy influence on how our brand will be developed in future, said Henrik.”

The app was designed for sharing information about what stage you as a parent are at in the pregnancy, storing pictures of your children, and earning points in Libero's various points stores, but it was also developed to provide you with personally tailored content, according to your needs. The Libero Club has also become a social network, where parents can chat with other families and communicate with their partner, which Henrik thinks has been a driving factor behind the app's wide success.

“We see that the app has been very positively received by our customers. More dads have become engaged in their partner's pregnancy because the app has features that make it easy to communicate with their partner and follow their child's development, explained Henrik.”

And the app has indeed been welcomed with open arms. More than 70% of all mothers in the target group in Sweden have downloaded the app. It’s also the most popular pregnancy and baby app in Sweden.

It's important to keep an eye on technology trends, something Tietoevry has helped us with, and to constantly maintain dialogue with customers – because that's the way to go to create loyalty and keep the brand relevant, said Henrik Ekelund.

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