The brand proposition of both Babybel and Comic Relief were central to the idea, with the web app creating shareable personalised laughing cheeses. The ability to transcend multiple digital platforms was unparalleled. From mobile, tablet and desktop to social and digital out-of-home activity, responsive HTML allowed users to easily interact with these yummy-yet-funny cheeses regardless of device type. For an innately digital campaign, we needed a digital media strategy that was effective yet discreet in order to drive organic growth. A multi-channel approach included promotional on-pack, dedicated URL, Facebook sponsored posts and 10-second TV ads across TV networks

Commercial results demonstrate significant awareness and attitudinal shift. With a huge number of site visits and total number of creations surpassing expectations, the campaign achieved its objective of creating an innately shareable experience.

• 72,427 site visits during campaign period

• 19,045 Babybels created during key campaign period

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

• 15 million media impressions

• 41,000 clicks from media

• 4,800 Babybels shared

• +5% sales increase vs. forecast

• Brand growth +42% during campaign vs. 2014

• £150,000 donations from packs to Comic Relief with £20,000 attained from ‘social share’ donations

Babybel has partnered with Comic Relief for 15 years. Our challenge was to develop a game-changing campaign in 2015 using the charity’s popularity to drive penetration under their new theme, ‘Make your face funny for money.’

While the Babybel cheese snack brand was traditionally associated with wholesome fun, the brand proposition didn’t always resonate with the ‘tween’ audience, even if the product itself did. So we needed to be fresher, funnier and more relevant to young teens – without alienating children and parents.

Focus groups with our target audience established that a significant driver of peer-to-peer behaviour is sharing in a good laugh. So we combined the strong social value of personalisation with simple shareability across multiple platforms to allow our campaign to grow and spread organically – all while maintaining a wholesome approach to humour.