Bailey’s recruit Daisy Lowe for new social campaign
Fresh from launching a new global advertising campaign targeting millennial women Irish liqueur brand Baileys has pulled the wraps off a new social and influencer campaign starring fashion model Daisy Lowe.
Devised in collaboration with R/GA London the digital campaign will be the centrepiece of the brands ‘Here’s To Us’ Christmas push which celebrates friendships between women – devised by an all-female team at R/GA together with a new Tumblr page and two online films.
The influencer campaign itself features Daisy Lowe (UK), Jessica Weiss (Germany, of Journelles Blog) and Eleanora Carisi (Italy, of JouJou Villeroy blog) and includes interviews, images and videos together with their bespoke cocktails.
Dawn Allison, global digital marketing manager, Baileys, said: “This is an exciting and brave new direction we’re digitally taking Baileys in. Our ambition is to create unique online content that captures the magic you feel when you’re with your best girlfriends and inspires women to raise a toast to each other with. We’ve worked with women like Daisy, Eleanora and Jessica who really appeal to our core millennial audience to create brilliant editorial content.” This campaign marks a critical phase in our journey to re-ignite performance by putting consumer behaviour – serve and occasion - at the heart of every brand execution."
Two YouTube films produced by R/GA add to this activity by depicting young women ‘toasting’ their friends on nights out, at a dinner party and a trip abroad.