The ‘Babybel Yourself’ mobile web app provided a seamless user experience, using industry-leading facial recognition, image morphing and cutting-edge browser-based technology to transform selfies into laughing cheeses. Plus, mobile users could shake their phone to interact, using the latest mobile accelerometer technology. Users could share on Facebook or Twitter to make a further donation.

Its ability to transcend multiple digital platforms was second-to-none. From mobile, tablet and desktop to digital out-of-home activity, responsive HTML meant wherever you engaged, you could “Babybel Yourself”. The campaign was supported on-pack, via mobile, Facebook and TV ads while mobile remained at the heart.

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 has partnered with Comic Relief for 15 years; so our challenge was to develop a memorable and cutting-edge experience in 2015, using the charity’s popularity to drive penetration under a new theme, ‘Make your face funny for money.’

We found that sharing laughs with friends is a significant driver of peer-to-peer behaviour, so ‘Babybel Yourself’ was influenced by the power of laughter to fuel sharing and donations. In order to reach our targeted tween audience we knew we needed a fresh and funny approach that would work seamlessly on mobile. Because they are likely to have phones but not access to native app stores, we needed to challenge ourselves to push mobile web browser technology in order to overcome this barrier.