Our research showed that sharing laughs with friends is a significant driver of peer-to-peer behaviour amongst tweens, so we incorporated laughter throughout the campaign idea.

‘Babybel Yourself’ used industry-leading facial recognition, image morphing and cutting-edge browser-based technology to transform simple selfies into laughing cheeses – personalised with a choice of over 20 laughs. Custom touch gestures to poke, tickle and make it laugh provided rich responses. The more you interacted, the more the cheese reacted. Responsive HTML adapted to multiple digital platforms allowed users to “Babybel Yourself” regardless of device and a viral mechanic invited friends to play or share.

We shook up the way our audience used mobile and provided a completely new and highly immersive experience. And with exceptional image morphing and hardware-accelerated graphics, it was a best-in-class demonstration of the very latest, innovative technology.

This campaign has gone beyond all expectation and has already been crowned our most influential partnership with Comic Relief in 15 years. So far, we’ve achieved:

• 72,427 site visits

• 19,045 Babybels created

• 751 Babybels created via digital out-of-home activity

• Over 15 million media impressions

• Over 41,000 clicks from media

• Over 4,800 Babybels shared

• +5% sales increase vs. forecast

• Brand growth +42% vs. 2014

• £150,000 donations from pack sales to Comic Relief with an additional £20,000 attained from ‘social share’ donations

The campaign is live until 19.04.15.

‘Babybel Yourself’ is a mobile web app rooted in sharing laughter to drive donations. The mini-cheese snack in iconic red, round packaging has had a 15-year partnership to raise money for Comic Relief’s Red Nose Day. To drive donations and sales, the partnership needed a modern day mobile approach to surpass previous years and drive penetration under the charity’s new theme, ‘Make your face funny for money.’ Our app lived on mobile, as it’s the modern day TV set for today’s fickle teens, and turned simple selfies into laughing little cheeses.

Since Babybel was traditionally associated with wholesome fun, we needed to be fresher, funnier and more relevant to resonate with the ‘tween’ audience – without alienating children and parents. And because tweens are likely to have phones but not necessarily access to native app stores, we challenged ourselves to push mobile web browser technology to overcome this barrier.