Case Study: Libero boosts customer loyalty and diaper-size conversions with Maestra

How Libero’s Personalized Communications Strategy Supports Customer Brand Loyalty Through the Years

Libero, a baby products FMCG brand, faced the challenge of increasing customer loyalty and sales in a competitive diaper market. Their goals were to collect and store customer data while developing a useful, non-intrusive omnichannel communications strategy. They partnered with the vendor Maestra to implement a solution and build their subscriber base through the libero.promo landing page.

Maestra implemented a personalized communications strategy using triggered emails, web push notifications, and SMS. The solution provided content tailored to the baby's age, including automated reminders for parents to size up diapers, all managed through Maestra's system. The results were significant: monthly email coverage reached 99% of the customer base, with a 32% open rate and a 10% click-through rate. Most importantly, the conversion rate of customers switching from the NewBorn to Comfort diaper line grew from 3.1% to 8.4%, and from Comfort to UP&GO from 3% to 6%.

Libero

Evgenia Koltsova

Brand Manager