Bailey's DM THE BAILEYS LOUNGE by Chemistry Communications Group

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Industry Liquor
Media Direct marketing
Market United Kingdom
Agency Chemistry Communications Group
Released October 2009

Credits & Description

Category: Direct Response Digital: Email Marketing
Date of First Appearance: Oct 12 2009 12:00AM
Entry URL:
Group Account Director: Jo Boyden (Chemistry Communications)
Senior Account Director: Katie Brewer (Chemistry Communications)
Interactive Creative Director: Rob Trono (Chemistry Communications)
Senior Planner: Elkie Lange (Chemistry Communications)
Planning Director: Omaid Hiwaizi (Chemistry Communications)
Head of Design: Rupert Dixon (Chemistry Communications)
Senior Copywriter: Jennifer Simmons (Chemistry Communications)
Senior Art Director: Harwin Chandra (Chemistry Communications)
Senior Account Manager: Paul Kirkcaldy (Chemistry Communications)
Account Manager: Natalie Conyer (Chemistry Communications)
Digital Project Manager: Patrick McGregor (Chemistry Communications)
Digital Designer: Jose Valente (Chemistry Communications)
Media placement: Email - Email Delivered To 370K Baileys GB RM Lounge Members - 23.10.09
Media placement: Website - The Baileys Lounge - N/A - 21.10.09

Describe the brief/objective of the direct campaign.
Brief/Objective: - Support new ‘Baileys with a hint of Coffee’ ATL (above the line) DRTV (direct response television) advertising campaign. - Drive awareness and trial of new flavour through existing RM members - Increase consumption during autumn months, by demonstrating Baileys relevance as a weekend reward. Target audience: Existing members of The Baileys Lounge (TBL) RM Programme, predominantly females 25-45yrs, often busy mums juggling work and family life. Strategy: - Drive traffic to TBL to encourage trial of new flavour with the incentive of a free sample. - Content on TBL website focused on new flavour and ways to spice up autumn months.

Explain why the creative execution was relevant to the product or service.
As people gear up for the colder weather, autumn is a time to re-invent and surprise yourself a bit, make changes to your routine, rediscover the great indoors and spice things up. What makes this creative original is how content reflects real members' lives, while still driving a lot of excitement to reward, inspire and increase engagement - featuring articles with helpful tips, new recipes and exclusive competitions (higher volume of less value prizes to increase chances of winning) - all encompassing the theme: Spice up your autumn nights in by trying something new.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We wanted Baileys Lounge members to see Baileys with a hint of Coffee as an integral part of their weekend reward moment. The solution was to create engaging online communications linked to the ATL DRTV advertising. This was done via a single minded email with an exciting, hard hitting call to action to encourage click-throughs to the website - win one of 10,000 samples of the latest Baileys flavour. Targeted response rates: Email OR: above 17% Email CTR: above 30% Drive trial of the new product - Baileys with a hint of Coffee

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
This was the most successful drive to web campaign for the Baileys RM program. Consumption: - Contributed towards adding circa £6m of value to the cream liqueurs market in GB that Christmas Email: - Average OR: 20% - Average CTR: 72% - Raised 31% more awareness of the Coffee flavour to our members - above TV advertising* Website: - 92% competition conversion from click through - 40% return visits to the website - Cost per contact: £0.10 (not incl. cost of samples) *Source: Jan 2010, Millward Brown consumption panel research