Question: When 70% of their annual sales are at Christmas, how do you get seasonal drinkers around the world to embrace Bailey’s all year round?
Answer: We created an always-on relationship-marketing programme called The Baileys Lounge.
30% - Increase in average consumption of members versus control
300K - Members recruited in the first year
We created an online destination hub for Baileys drinkers which delivered an online magazine experience for consumers. The Baileys Lounge allowed members to take a little time out for themselves to enjoy bite-sized pieces of content. The editorial was focused around a comms calendar to drive the most compelling and relevant conversion occasions through the year. For instance, January and February was ‘sofa time’ and November and December was about ‘festive parties’. To bring these themes to life, the editorial was a mixture of offers, recipes and lifestyle articles. And the content came from multiple sources such as journalists, experts, celebrities, and UGC from Lounge members. To deliver a global solution, our CMS platform gave each market the flexibility to adapt central toolkits with the ability to create local campaigns.
Initially piloted in the UK, The Baileys Lounge recruited nearly 300,000 members in its first year. It was subsequently rolled out to over 20 markets globally and, at its height, had recruited over three million members. The last piece of research indicated that average consumption of members increased by 30% vs control.