‘Babybel Yourself’ was implemented as an innovative mobile web app with a slick and seamless user experience. Industry-leading facial recognition, face morphing and cutting-edge browser-based technology transformed thousands of faces into laughing cheeses and a simple selfie upload ensured there were no barriers, just loads of fun.

Personalisation, dynamically generated audio, custom gestures and hardware-accelerated graphics provided a rich responsive experience, generating soaring interaction levels. A clever viral mechanic invited friends to play along, enriching the experience beyond a simple image share alone. By transcending multiple platforms with responsive HTML, you could easily Babybel Yourself, regardless of device type.

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

• 72,427 site visits during campaign period

• 19,045 Babybels created during 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 period vs. 2014

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

Babybel has partnered with Comic Relief for 15 years to raise money for Red Nose Day and positive change throughout the world. Our challenge was to develop a unique digital experience in 2015, using the popularity of the charity to drive penetration under their new theme, ‘Make your face funny for money.’ We responded by pushing mobile web browsing technology to unchartered levels by integrating a digital fundraising effort with an immersive brand experience.

Babybel was traditionally associated with wholesome fun, which didn't always resonate with our targeted ‘tween’ audience. So we needed to be fresher, funnier and more relevant to young teens – without alienating children and parents.

Our research established that sharing a laugh with friends is a significant driver of peer-to-peer behaviour. With this in mind, the power of laughter shared through an immersive and responsive mobile web app informed the development of ‘Babybel Yourself.’