BABYBEL X CLARK

Laughing to better cope with illness is the credo of the partnership between Babybel® and Le Rire Médecin. Since 2012, the collaboration has been based on humour and solidarity, offering children moments of joy and entertainment.

Advertiser

Babybel

Objectives

Develop awareness of Babybel's commitment to Rire Médecin. Increase the number of QR Code flashes, redirections to ribambel.com and the number of euros donated to Le Rire Médecin. Increase sales (cellos with QR Code Le Rire Médecin).

Target

25 - 54 years

Influencers

6 French mom influencers

Strategy

What better reminder of the world of clowns sent to hospitals over Christmas? Babybel wax. This was the creative strategy : each mother used the wax to arouse the interest of her audience and to publicize Babybel's initiative with Le Rire Médecin. The mothers made video stories where they explained in detail the mechanics of the QR Code to be flashed so that Babybel would automatically donate 1EUR to the association Le Rire Médecin.