A simple selfie mechanic and responsive HTML adapted to numerous cyber platforms informed the creation and implementation of ‘Babybel Yourself.’ The mobile web app included more than 20 customizable laughs and gestures with rich responses, including tapping your device to make it laugh by poking and tickling. A seamless user experience leveraged industry-leading image morphing, rendering and graphic acceleration. The best-in-class demonstration of the latest, innovative technology helped the web app transcend multiple digital platforms. From mobile, tablet and desktop to social and digital out-of-home activity, the responsive HTML meant users could easily ‘Babybel Yourself’ regardless of device type.

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 a 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 period vs. 2014

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

After 15 years of supporting Comic Relief’s Red Nose Day, the popular cheese snack, Babybel, wanted a ground-breaking experience to activate its longstanding relationship with the charity. The challenge was to develop a digitally-driven experience that could drive penetration under the charity’s new theme, ‘Make your face funny for money.’

Our key research insight revealed that sharing laughs with friends is a significant driver of peer-to-peer behaviour.

But because Babybel was traditionally associated with wholesome fun, which didn’t always resonate with the ‘tween’ audience, we needed to be fresher, funnier and more relevant – without alienating children and parents. With this in mind, we created ‘Babybel Yourself,’ a mobile web app that was influenced by the power of laughter and targeted toward socially-centric and selfie-obsessed tweens.