For this brand new season, the Super Cheeses are on a quest to find the “Terres Laitgendaires” (a milky legendairy place, where all cheeses want to go).

So, we created an interactive web series available on Youtube across 6 episodes.

This Youtube interactive series features Super Heroes (Yael, Malik, Mathieu and Supercheese) who are looking for just one thing: to join all their babybel Friends on "Terres Laitgendaires". Each and every episode has been specially designed to make it interactive, allowing kids to become directly involved in the story (for example through touching the screen, playing music, or trying to find the episode in a 360 dimension on Youtube). All episodes featured one special guest per episode; for example, Noé Mini Roulé, episode 1 (a brand new rolled up cheese launched in 2017!). To further engage the kids, we also partnered with their favourite Youtubeurs to voice some characters.

The season 2 of Super Cheese is a funny and interactive web series on Youtube that everyone can watch and play with. Youtube was not only the media but it was the core of our idea and strategy to engage with our audience : 6-11 years old kids (and parents). All episodes is like an experiment that you can act and react with the characters.

The web series was launched on social platforms but the main launch was on Youtube.

It began in June 2017 for 5 months (until end of october), with targeting media sponsorships (advertising / space buying). We targeted content for kids on Youtube.

After the launch of the first episode, we had more than 1 million views on Youtube after 3 weeks and after all the seasons, we had more than 18 millions views (+40% vs season 1). All episodes generated engagements with the targets.

At least 30 secondes views for 1 view out of 3! And 17% of the views watched the episode till the end. Also, episode 1 of the series ranked the most popular advertising in France 2017 on YouTube (before Peugeot and Dior).

There was also a significant impact on business and sales for Babybel: The purchase intent increased up to 28% for those who saw the last episode. Moreover, the digital activation has brought about an increment of 5% on the sales volume of the brand. (Source: Marketing Scan)

and, in the first 3 episodes only, 18 tons are generated in additional sales (source: MMA Data2Decisions P8 2017).