03 / 04 · FMCG, children's biscuits
Liebe
Turning a children's biscuit brand into a trusted voice for parents.
- Role
- Marketing Lead
- Period
- Nov 2024 – Jun 2025
- Type
- In-house
Result
+7%
sales growth in 6 months, after moving the brand to a parenting-advice platform
The challenge
Liebe has a real product advantage: no trans fats and no palm oil, which many biscuits in the category use to extend shelf life. But an ingredient claim alone doesn't make parents trust a brand, and the budget was small.
What I did
From product posts to useful advice. I turned the brand's social channels into practical help for parents: daily routines by age, plus sleep and feeding guides. At the time, few local children's food brands made this kind of content.
A repeatable format. "The Tip of the Day" gave parents one simple tip per post. On up to $100 of media per post, it drew 1,500+ reactions per post.
Real families. A photo campaign with real families and the product, shot in their homes.
Advice from a pediatrician. A video series in which a partner pediatrician gave parents recommendations.
Sales. I led a two-person B2B sales team alongside the marketing work.
Results
- +7% sales growth in 6 months
- 1,500+ reactions per post on up to $100
Content line
Development stages
A daily routine for each age: sleep, feeding, diapers and hygiene, from 1 to 12 months.
Content
Useful beats loud
Sleep and feeding guides: practical help for parents, on the brand's own channels.
Format
The Tip of the Day
One simple tip per post. 1,500+ reactions per post on up to $100 of media.
up to $100 of media per post · 1,500+ reactions per post
Photo campaign
Real families
Real families and the product, photographed at home.
Video series
Advice from a pediatrician
A partner pediatrician gave parents recommendations in short videos.
Partner pediatrician · video still
Questions about this project? Email me.