The Bel Group (The Laughing Cow®, Mini Babybel®, Leerdammer®, and Boursin® brands) and Facebook signed a strategic global partnership to accelerate the deployment of Bel’s digital engagement strategy.
The partnership marks a major step in the shift to digital undertaken by the Bel Group. It supports and accelerates the deployment of programs built into the three pillars of the Group’s digital transformation, i.e. engaging consumers, assessing marketing campaign performance and strengthening the company’s innovation and digital culture.
Partnership built around three programs
• Engaging consumers. Under the partnership, Bel marketing teams will gain privileged access to the tools, technology and expertise of Facebook teams to enhance their understanding of consumers and to deploy increasingly powerful and engaging marketing campaigns. The aim is to meld Bel’s talent for marketing innovation with Facebook’s performance to gain greater familiarity and closeness to consumers.
• Assessing marketing campaign performance on sales. Given that Bel’s brands are already very active globally on Facebook, the partnership is expected to help Bel teams better measure the effectiveness of their campaigns on brand items as well as sales.
• Inspiring and disseminating a digital culture. Through the sharing of best practices, the Facebook partnership will provide Bel teams with access to training and Facebook experts, support the adoption of new digital skills internally and, more broadly, inspire the dissemination of a digital culture among Bel’s 12,000 employees.
Florian Sauvin, Chief Digital Officer of the Bel Group: “I’m delighted with this partnership, which is a driver for supporting and accelerating the Bel brands’ growth strategy. It certainly is an accelerator for the digital transformation undertaken by the Group. And it is also a great opportunity for Bel teams around the world to strengthen their ties to Facebook teams, to share their vision and to benefit from their experience. It’s an exciting, mutually enriching partnership.”
Laurent Solly, CEO of Facebook France: “We are proud to accommodate a company like Bel with its digital transition and its varied challenges. We specialize in engaging consumers, measuring campaign marketing performance and promoting digital and mobile cultures, and we are delighted to share these skills. Bel is a company with a long history, and we too can learn a lot from them.”
