Nobody puts Baileys in the corner
Digital media owner Jungle Creations partnered with Baileys to create and distribute food and drink-themed content with the aim of entertaining users and encouraging them to share the content. It showcased how the brand is not only a drink that can be enjoyed over ice at Christmas, but an ingredient that can be used in recipes at any time, offering all-year-round indulgence.
Original recipe videos were created and distributed to Jungle Creations’ flagship food community, Twisted, with the aim of highlighting Baileys’ versatility and playful personality. Videos and recipe ideas with a ‘Twist’ were aligned to major seasonal and cultural events throughout the year. These included a Brit Awards-themed Instagram story attracting a live audience of 260,000; continuous social commentary across all videos showed users experimenting with different Baileys recipes.
In the week that it was published,Twisted’s ‘Baileys French Toast’ became the fourth biggest video on Facebook, generating 28 million views and the most viewed branded video in the UK. The ‘Baileys Ice Cube Chocolate Truffles’, tying in with Valentine’s Day, became the second biggest branded video in the world on social media, with 21 million views.
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Jungle Creations partnered with Baileys to create and distribute an ongoing programme of entertaining and shareable food and drink video content that placed Baileys at the heart of seasonal and cultural trends. Through our original recipe videos, created for and distributed to our flagship food community, Twisted, we aimed to showcase the versatility of Baileys in an inventive way that demonstrated the playful personality of both brands.
We set out to generate 25 million UK video views across the campaign, and 17 million video views from 18+ females in the UK. Across the 10-month campaign, we created 25 recipe videos that were distributed on the Twisted Facebook and Instagram channels, alongside Instagram images and Instagram Stories.
Twisted’s Baileys content exploded on social media. The campaign was the top performing on Facebook globally in 2018. Across 25 recipe videos, Twisted generated 141 million global video views for the brand, 42 million of which were UK views and 31.6 million of which were 18+ UK females - over delivering on the targets by 68% and 85% respectively.
Twisted has well and truly shifted the perception of Baileys to be an indulgent and versatile treat, all year round.