Rescuing the nation’s
soggy bottoms
Besides a tipple at Christmas, Baileys is basically ghosted all year. To make people use it more often, we found it’s also an invaluable baking ingredient. But 2.5 million monthly googles prove home baking is about fixing baking fails. That’s where Baileys comes into the mix - we got creative with SEO, creating easy recipes to ‘unfudge’ the top 20 baking fails people search for. Snackable content served up with search results on Chef Google. Getting Baileys flowing again thanks to the right content in front of the right people at the right time.
An Alexa Skill was also developed to help millions of home bakers worldwide unfail.
Timely launch with the new series of The Great British Bakeoff. The social & SEO campaign became the most engaging content Baileys has ever created, achieving 36% vs 17% Diageo benchmark | VML
{The data-driven campaign reached new heights with the press on innovation in communications}
{Examples of how the campaign rolled out on Google search and Baileys social channels}
