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-signal sensation 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 this wearable tech 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 an ongoing content platform.

Today, the finished product – with 6 months battery life – is shared for free with pregnant couples through The Libero Club.

During 2015, Libero developed a fully functional prototype with selected parents-to-be from The Libero Club and tested it live with some of Sweden's most influential bloggers during their pregnancies to reach a broader audience.

The whole process was filmed and became a documentary film and YouTube series. Every stage of the product development created a PR possibility, with lots of supporting content.

After a year of in-use learnings, Libero is now launching the real product – with 6 months battery life. The final design positions BabyBuzz far from wearable tech in sports. The product is soft and tactile, thanks to a material like felt, making it a manifestation and conversation starter for the non-pregnant partner.

Since BabyBuzz is only used for a brief period of time, we've designed a sustainable lending program via The Libero Club that makes the product free to borrow for all expectant parents.

The quality of response and target affinity in all Nordic countries are beyond all expectations and show that there's a real need among expectant couples for a product like this from a trusted source like Libero.

In the prototype phase alone, BabyBuzz reached 10 000 000 people in traditional media and another 6 500 000 people through social media. The YouTube documentary has over 700 000 views and counting, and over 15 000 people visited the product site in the first hours of the launch.

Most importantly, the prototype evolved into a real product. With the Nordic launch of 10 000 units, distributed through The Libero Club and lended to expectant couples for free, BabyBuzz is a new way to earn loyal diaper customers – during the pregnancy.