This holiday season, the advent calendar helps you savour the countdown to those magical moments.
The iconic cheese brand of our childhood, Babybel, offers a wonderful advent calendar for the holidays that appeals to young and old alike.
Babybel commissioned Made in to promote the annual release of its limited edition advent calendar. And to highlight its fun side, an interactive calendar with colouring pages inside to decorate the tree every day of December with your children. And also its benefits, which are the source of calcium and protein.
In addition, the calendar allows you to discover 3 flavours of Babybel: original, cheddar and Swiss.
The strategy involved an influencer marketing campaign as well as a press relations campaign across Canada.
Photo credit : @hellominibiancoIn order to meet the objectives, 5 Canadian influencers were recruited to create content around the opening of the Babybel advent calendar with their children.
The campaign took place in two phases, the first to promote the product in advance and the second at the opening on December 1st.
The advent calendar that year also offered a fun and interactive activity for children, with 24 drawings of Christmas ornaments to be colored in behind each box of the calendar. Which could then be cut out and proudly hung on the Christmas tree.
We appealed to “cool parents”, who have an audience that likes to see the family’s daily life, made of joy and good humor.
In order to convey the fun, originality and friendliness of the Babybel advent calendar,
Reel campaigns, Instagram posts and stories were created in the spirit of Christmas to showcase the adorable reactions of the influencers’ children.
Content creators shared their posts with the hashtags #BabybelCalendar and #jointhegoodforces.
Made in choice was to propose a press relations campaign with gifting to create awareness around the product and then generate sales.
For this occasion, beautiful red boxes with the Babybel logo were created, in which the content creators could discover the Babybel Advent Calendar, a discount voucher from the brand as well as coloured pencils.
The list of 16 influencers chosen to receive it was carefully selected by our Made in teams. The sending of these press packages allowed us to generate beautiful family content in the story of the different influencers.
The influencer and press relations campaign was a success, communities of our different content creators loved discovering or rediscovering the Babybel advent calendar. The content created was very well received, even though the Christmas period is a busy time for content on Instagram.
The influencer campaign managed to generate a great engagement rate of impressions and views of 3.8%.
The PR gifting campaign was also successful, with 15 out of 16 content creators happily sharing their calendars with their communities as well as the adorable reactions of their children to the Babybel advent calendar.
