‘Babybel Yourself’ was implemented as an innovative mobile web app with a slick, seamless user experience. Using groundbreaking facial recognition, face morphing and cutting-edge browser-based technology, we transformed thousands of faces into laughing cheeses, with a seamless selfie mechanic that ensured no barriers, just fun.

The experience was personalised with a choice of laughs, enabled through dynamically generated audio. Interaction levels soared with ‘tickles, shakes and pokes’ as custom gestures provided rich responses. Finally, a clever viral mechanic invited friends to play with their laughing Babybel, adding an emotional layer that a shared image alone could not achieve.

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

• Over 15 million media impressions

• Over 41,000 clicks from media

• Over 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. Our challenge was to develop a memorable and cutting-edge experience in 2015, using the popularity of the charity to drive penetration under their new theme, ‘Make your face funny for money.'

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

We looked at the selfie-obsessed generation of tweens and our research, which established that sharing laughs with friends is a significant driver of peer-to-peer behaviour. The power of sharing laughter influenced every aspect of ‘Babybel Yourself.’ Laughter is infectious and spreads like wildfire – it was the perfect ingredient for a digital campaign with sharing at the root of its fundraising initiative. As a interactive experience for tweens, we knew it could grow organically.