Libresse’s early insight into the foundation and benefits of digital communication has generated a fantastic dialogue between the target group and Libresse. Users’ own material has successfully woven together with content and campaigns that Libresse has produced. The concept of operating a social Internet site on topics closely tied to menstruation and Libresse products has helped differentiate the brand name, create interest in and loyalty to Libresse products and expand the area within which Libresse can operate. Creuna’s job has been to manage and develop the brand name’s communication in the digital media.
About Libresse
SCA is a global player within paper and consumer goods. Products within Feminine Care are sold in over 90 countries. The largest market is Europe, where SCA is the third largest player. In Europe, Libresse is marketed under the names Libresse, Bodyform (Great Britain), Nana (France) and Nuvenia (Italy).
Libresse has long since used the Internet as a social medium and is one of the pioneers in the area. The target group, which is primarily young women between the ages of 16 and 24, is very sophisticated in terms of social media and user-generated content. Therefore, reliability, dialogue, innovative-thinking and courage have been important key words in the work with Libresse.
Creuna has worked with Libresse since 1998.
The challenge
Creuna’s task has involved everything from digital strategy to design, graphic and technical production, statistical analysis and follow-up, content production (so-called themes), campaigns, implementation and management of Libresse websites in Europe, the Middle East and Russia, with daily support for local webmasters on 14 different markets.
The solution
Libresse and Creuna created early on a popular forum on the website, where visitors can exchange thoughts and ideas with each other. All these years, Creuna has produced content for the website, such as monthly themes with, e.g., articles, contests, tips and electronic newsletters. Meeting outside the website has become increasingly important for reaching the target group. Here, too, Libresse has tested new methods, such as letting visitors upload pictures via Flickr.com, which are then published on Libresse Nordic home pages.
Creuna has created websites for Libresse in Sweden, Norway, Denmark, Finland, England, the Netherlands, France, Italy, Russia, the Czech Republic, Slovakia, Hungary, India, Greece and the Middle East. A modernized website was launched in March 2008 to meet the need for greater presence and interactivity on the Internet and to match Libresse’s new trade name platform in terms of design. This has also created more room for the local markets for work with their own activities on their respective websites.
Technical solution
Libresse websites are built in EpiServer and complemented by Creuna Platform. All campaigns are built with EPiServer as a basis, and the content is presented in a flash interface. In this way, both editors and members can easily manage the content in the campaign area. The solution results in easy recycling in a global perspective and is user-friendly. The sites also have a central database and corresponding APIs, which most other offices can use to enter data and results from free-standing campaign sites.
The results
The interactive attitude and the dialogue with the target group have been successful. With long visits to the websites, up to 25 minutes per visit on average, Libresse has succeeded in creating interest and loyalty to its trade name and its products. With approx. 170,000 visits per month to the Nordic websites and just over 140,000 active members and as many visits in the rest of Europe, Libresse has succeeded in creating solid relations with its target group.