Lebo The Liver

He always has your back

Many people still don’t understand the importance of a healthy liver to support long term wellness. Hidden out of sight, often with “‘silent’ symptoms, most liver issues go untreated as the liver simply cannot tell us when it’s not well. Coupled with the fact that most people are unaware that a daily supplement can dramatically aid our liver health,
So how do we educate South Africans that Essentiale offers incredible long term benefits if taken regularly?

Introducing Lebo the liver Essentiale Extreme (Sanofi), your body's best friend who always has your back. We gave our liver a voice that would really let it pipe up in situations where our health was at risk. By humanizing this organ, with a lovable and extroverted personality, we turned the liver into a beacon of strength, demonstrating just how big this little guy’s contribution to holistic health is. After all, who would ever put their best friend at risk?

Bringing him to life was no easy feat, we needed to conceive, design and invent a character that everyone would immediately recognize as their own liver. We meticulously crafted this adorable icon and launched him into the world via humorous real-world and social interactions. And to further connect with our audience, we identified unique segments to serve bespoke crafted content to, featuring their particular interests and pain points. Lebo the Liver not only enabled us to educate, inspire and guide our audience in making an informed choice; but also that Essentiale is vital to long term liver health.


Not only did we manage to dramatically increase and revitalise Essentiale’s brand identity through Lebo, but our engagement and sales results proved that Lebo, and your liver, matters. Thanks to Lebo:

• We achieved 6,7 Mil video views at a cost of R1,5 Mil ( 327% above KPIs)

• Our social engagements increased by 121% and reach increased by 393%

The difference pre- and post- Lebo has been undeniable. Social value and engagement have increased by 203 000.