CONSUMER MARKETING

SITUATION:

Baileys, Nigeria’s no. 1 Irish cream liqueur prides and positions itself as the first choice for classy ladies. The brand consistently looks for avenues to warm itself to the heart of the womenfolk. During the last Mothers’ Day, the brand further endeared itself to consumers through series of engaging activities.

 

TASK:

Generate awareness and discussion for the campaign via a transmedia channels and drive participation of the target audience in the activities slated as part of the campaign.

 

APPROACH:

Agency created a campaign themed “I am… because of mother’ to make consumer (ladies) eulogise the qualities ofthe mothers especially how the imbibed qualities have helped them become what they are today. We got each of the targeted successful ladies in various fields of endeavours do a viral video which we uploaded on YouTube to drive talkability.

We also provided media coverage and pitched press releases, features, blog features and photo stories in traditional and online news outlets for the I am…because of my mother as well as other activities including Ambush, Atrium activation, Ladies Night Out and Tea Parties.

 

RESULT:

• P&G achieved more than the expected media buy-in for its activities during the period of the campaign and beyond. This also manifested in the positive and increased share of voice, positive tonality and alignment with client’s key messages.
• Over 54 mentions were recorded both print and online.