Client: Diageo
Team: Nexus
Results:1,000,000+ MEDIA IMPRESSIONS
DOUBLED WEBSITE TRAFFIC & MENTIONS
NATIONAL COVERAGE
INTEGRATED CAMPAIGN
BUILDING A NEW IDENTITY
The beloved Baileys brand introduced a new contender to its lineup, in hopes of attracting younger health-conscious audiences. However due to its strong association with holiday indulgence it needed to find a way to align as a more casual treat.
REALITY VS. PERCEPTION
Is lighter more appealing?
Although Baileys Deliciously Light was launched to fulfill a market demand for a less sugar and calorie drink choice, many did not consider a light drink as healthier or better tasting.
A Pivotal Time
Millennials are the loneliest generation.
After a year of disrupted socialization due to a worldwide pandemic, everyone is transitioning back to drinking socially at their own pace. Baileys DL has a unique opportunity to reach audiences in a time when they are yearning most to connect again with social circles.
DISCOVERY & MESSAGE
A Rule Breaker
As the 21+ crowd comes out of isolation, they are seeking a renewed sense of freedom and enriched socialization. Baileys Deliciously Light is the perfect liberator from a world of restrictions and celebrates changing the rules for better togetherness.
UNCOVERING THE OPPORTUNITY
#MYBAILEYSMYRULES
ACTIVATIONS & EVENTS
PARTNERSHIPS
INFLUENCERS
Through strategic influencer partnerships, Baileys invites the service industry to showcase their skills and spread the message of #MyBaileysMyRules.
Results:
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32 Influencer content
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400K+ Contest and recipe engagements
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1MM+ Hashtag mentions:
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37K+ original content submissions
Results:
Views: 2.5MM+
Engagements: 28K+
Reposts: 700K+
Shares & Mentions : Doubled from last year
SOCIAL VIDEO
"Serving the Servers"
We leveraged the timing of our campaign by tapping into current social issues that are important to our target audience. We set out to create a 45 sec digital CSR video sharing testimonials of hardships many bartenders and servers are facing.
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Paid media included magazine spreads in Bon-appetite, Vogue, People, US.
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Digital Banners and Paid ads - Instagram, Facebook, Linkedin, TikTok
MEDIA & OOH PLACEMENTS
We explored out-of-home placements in easily visible locations that younger millennials have begun frequenting in large numbers after the pandemic restrictions are lifted. Areas such as airports, stadiums, theatres bars and restaurants continue to see an increase in foot traffic by our target who spends significantly more money at bars, coffee shops and restaurants than older generations.
Paid media included magazine spreads in Bon-appetite, Vogue, People, US.
Digital Banners and Paid ads - Instagram, Facebook, Linkedin, TikTok
Results:
Total Media Value: $608,325.50
ROI: 108%
8.5MM Impressions
Interactive: Baileys Deliciously Light
Social Cube
Rule #50 – No Interruptions During Social Interactions
“No Signal Zone”
Create a “No Signal Zone” to provoke social interaction and spontaneous new moments of light enjoyment without the constant phone interruptions.
Audiences can engage in digital table games while charging their phones and engaging with each other face-to-face.
A multi-city activation throughout pedestrian plazas and music festivals in Brooklyn, NY, Austin, TX, Los Angeles, CA, and Seattle, WA.
Three Phase Experiential
We set out to give millennials immersive, rewarding experiences where they are eagerly expected to return post-Covid.
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Baileys Jet
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Crash Parties
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Baileys House.
Results:
1,000,000+ MEDIA IMPRESSIONS
DOUBLED WEBSITE TRAFFIC
INTERNATIONAL COVERAGE
Shares & Mentions : 120% increase
ROI : 110.86%