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
Executive Creative Director Pete Harle
Released July 2009

Credits & Description

Category: Traffic & Brand Building
Product/Service: BAILEYS
Date of First Appearance: Jul 1 2009 12:00AM
Entry URL:
Group Account Director: Jo Boyden (Chemistry Communications)
Senior Account Director: Kaite Brewer (Chemistry Communications)
Executive Creative Director: Pete Harle (Chemistry Communications)
Planning Director: Omaid Hiwaizi (Chemistry Communications)
Senior Planner: Elkie Lange (Chemistry Communications)
Account Director: Natasha Jackson (Chemistry Communications)
Interactive Creative Director: Rob Trono (Chemistry Communications)
Senior Art Director: Harwin Chandra (Chemistry Communications)
Senior Copywriter: Jennifer Simmons (Chemistry Communications)
Head of Design: Rupert Dixon (Chemistry Communications)
Senior Account Manager: Paul Kirkcaldy (Chemistry Communications)
Account Manager: Natalie Conyer (Chemistry Communications)
Digital Designer: Tom Robinson (Chemistry Communications)
Digital Producer: Jo Lush (Chemistry Communications)
Media placement: For Acquisition Activity: TV - High Media Weight Across 8 Weeks - Channel 4, FIVE, Sky1, 2 &3, Sky Movies Plus, Greats & Drama, Hallmark, E4, Film - October 12, 2009
Media placement: For Comms To Existing Members - Emails - N/a - 01.07.09
Media placement: The Baileys Lounge Website - N/a - Nov 2008

Describe the brief/objective of the direct campaign.
-Brief/Obejctive: Around 70% of Baileys annual sales are at Christmas. The challenge was to get seasonal Baileys drinkers to embrace the product all year round. To do this, The Baileys Lounge -Target audience: Predominantly females 25-40 yrs, often busy mums juggling work and family life, thrives for moments where she can relax and unwind. -Strategy: TBL website enables us to talk to RM members more frequently. It is a cost-efficient way to drive year round consumption using frequent communications and to provide them with great offers, exclusive recipes and lifestyle articles.

Explain why the creative execution was relevant to the product or service.
TBL communications provide the perfect vehicle to give loyal Baileys drinkers new ways to enjoy the product they love. For the Baileys brand, TBL represents the opportunity to talk about new consumption occasions, ones the consumer may not have thought of. It's also an opportunity to provide added value content that's of interest to them. Each communication is unique, focussing on key consumption occassions such as 'Weekend Treats', 'Catch up with friends' etc ensuring Baileys is kept top of mind year round. Website content includes Baileys recipes from celebrity chefs, 3rd party offers, money-off coupons, competitions and inspiring articles.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Communications are sent to the RM base over six key consumption occassions per year where the relevance of Baileys is demonstrated. This is through both online and offline channels to increase engagement and consumption outside of the Christmas period. TBL website is a magazine-like immersive experience that allows members to take a little time out for themselves and enjoy bitesized pieces of content. Projected response rates and desired outcome:- Email response rate: OR: 25%, CTR: 40% Acquisition: recruit 250,000 members to the programme. Consumption: Increase number of average serves from 2 to 3 amongst high value target audience.

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.
TBL has been very successful at recruiting new members: - Acquired 293,000 new members over the last year. TBL successfully engages members and has contributed to an increase in Baileys consumption: - Research has shown an increase in the average annual serve consumption from 2 to 2.6. - Email open rates as high as 25%; Click through rates as high as 71%. - Website results: Avg. page views as high as 6; Avg. time on site as high as 4min. Due to the success of TBL, it has now been adapted globally across 20 markets (results TBC).