BAILEYS 21028547
NEWS JUST IN.. ! News just in: Baileys appoints R/GA London as global digital agency -
21 MARCH 2013 - 9:10AM (Drum 2013) ! “They are exactly the type of forward thinking client we like to work
with, embracing innovation and willing to engage with new technologies. It’s also a brand with a rich heritage and loyal customer base, which presents exciting challenges when developing new and innovative platforms – just the type of challenges we relish at R/GA London.”
UNDERSTANDING OF THE BRIEF ! Culture and overall strategy ! Brief history and achievements ! No clear budget ! No clear timescale ! Objective : Create engaging and memorable content in partnership with
key events and influential bloggers, while providing the perfect setting to educate consumers on the many flavours and benefits and uses of Baileys. The drink is heavy, not fresh tasting, untrendy and old-fashioned. Liqueurs is a low frequency drink
Why would I buy baileys…
CAN BAILEYS DO DIGITAL? @BaileysOriginal #Withspirit
Dead link
All UGC
None
!
Current model
Baileys
Communication
Consumer
New model Baileys
Communication
RT
Re-pin
Comment Two way conversation
Follow
Consumer
THE PLAN the power Ask the people, Give them
Bloggers that develop a
baileys story
Right type of P R - WOM
Advocates of
Problem that needs solving 'In need of a moment'
Exploring products attributes 'Preparing for a moment'
Impact and reaction 'In the moment'
the brand.
overall Pros + cons
IMC
MEASUREMENT
Spikes in data
Q&A