The Laughing Cow, Bel’s historic brand, was born in Léon Bel’s French cheese plant in 1921, marking a revolution for consumers. Here was the first processed cheese available in individual wedges that could be preserved and easily carried thanks to its unique aluminum wrapped packaging.
While the product is quite well-known, the superior nutritional value and other USPs aren't well-enough received by the targets. Not to mention minimum brand visibility in both the online and offline market, making the product’s potential shadowed by other cheese brands. Furthermore, the primary target for The Laughing Cow products is mothers with children, but there is a tendency for them to switch to other, typically cheaper cheese brands as their children grow older.
To address the lack of education and information about The Laughing Cow among Indonesian parents, we developed a content creation strategy aligned with the main campaign #MenemaniMoo. This aims to educate parents about how The Laughing Cow strives to accompany and support them at every stage of their child's development by providing high-quality protein.
By branding their cheese factory section as Belcube Cheese Factory, The Laughing Cow can effectively influence kids from an early age. As a result, when they accompany their mothers on grocery shopping trips, they will always remember the square-shaped cheese with the red cow logo. This is because at the Belcube Cheese Factory located in Youreka Kids Farm, kids are educated that cheese is square-shaped, given samples, and can try Belcube cheese directly. This location was chosen due to the alignment of the target audience with The Laughing Cow's premium segment.
Followers increment was also affected by some contents that got FYP organically, achieving more than 30K views per video.
Engagement Rate (143.47% higher than target on July-December 2023)
TikTok followers on the first month (150.92% higher than target on July-December 2023)
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