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PROJECT NAME
Baileys social media management
CLIENT
Baileys

Project description

Baileys Original Irish Cream is renowned for its indulgent blend of fine Irish whiskey, spirits, Irish dairy cream, and rich chocolate and vanilla flavors. The project focused on managing the social media presence of Baileys Original Irish Cream, highlighting its role as a delightful co-conspirator in the pursuit of pleasure.

Objectives

  1. Create awareness of Baileys as a partner in the pursuit of pleasure.
  2. Drive consideration of Baileys and Baileys Treats through mouthwatering treat content.
  3. Foster engagement among the target audience while promoting the treating culture.

Approach and Implementation

The social media strategy revolved around different indulgence pillars, emphasizing the various ways to enjoy Baileys. The pillars included serving Baileys over ice, in coffee, hot chocolate, over ice-cream, and over dessert.

The content showcased Baileys as the perfect treat for special occasions, enticing the audience with occasion-driven innovations and mouthwatering imagery. 

Responsible drinking messages were consistently communicated to promote a balanced and enjoyable experience. 

The sustainability initiative focused on “Treating Ourselves, Each Other, and the Planet Properly” was also highlighted to align the brand with conscious consumer values. 

The campaign was executed across Instagram, Facebook, Twitter, and YouTube to reach a diverse audience

Results:

The Baileys Social Media Management campaign delivered exceptional results, surpassing expectations:

– Engagements: The campaign generated over 41,000 engagements, demonstrating the audience’s active participation and interest in Baileys content.

– Total Posts/Tweets: A total of 81 posts and tweets were created, providing a consistent stream of engaging content for the target audience.

– Engagement Rate: The campaign achieved an impressive engagement rate of 12.9%, indicating a high level of audience interaction and responsiveness to the content. 

Overall, the Baileys Social Media Management campaign successfully achieved its objectives of creating awareness, driving consideration, and fostering engagement among the target audience. By highlighting the indulgent serving options of Baileys and promoting the treating culture, the campaign captured the attention and interest of the audience. The responsible drinking messages and sustainability initiatives further enhanced the brand’s image and resonated with conscious consumers.

Through strategic content execution across multiple social media platforms, Baileys effectively established itself as a delightful and indulgent treat for special moments, capturing the hearts of consumers and strengthening its position in the market.