Changing a seasonal drink into an everyday tipple is Baileys' challenge. And the business group demands tangible results which can be directly tracked to increased sales.
Audience analysis is used to discover conversations and fans which enables Baileys to communicate directly with its target audience. Using passion points around recipes to reignite people's love of Baileys helps to reposition the brand away from being a mere ‘occasion' drink. Rewards for super fans generates further brand advocacy.