| Title | Baileys Women's Prize for Fiction |
| Agency | Sunshine |
| Campaign | Baileys Women's Prize for Fiction |
| Advertiser | Diageo |
| Brand | Baileys |
| Posted | March 2015 |
| Philosophy | We identified the prestigious Women’s Prize for Fiction as the perfect vehicle to ignite change, creating an aspirational and evocative world around Baileys that celebrates originality and excellence inwomen’s writing from around the world.Our #ThisBook activation built on this by engaging people in a conversation about which books, written by female authors, have had the greatest impact on their lives. To kick things off, we asked 19 of themost respected women in British culture to share their #ThisBook choice. |
| Problem | While Baileys has always sought to inspire and enable women to be their brilliant selves, the brand needed to refresh its identity and attract a new generation of customers. |
| Result | #ThisBook was launched with a four-page feature in The Sunday Times Style, stimulating a wave ofpress and social media participation. Nearly 10k women shared their #ThisBook choice on Twitter, including key influencers such as JK Rowling and Caitlin Moran, resulting in 42.7 million Twitter impressions. The success of the #ThisBook campaign has now been extended into a five part TV series that is being broadcast on Sky Arts this Autumn. We also created a new drinking occasion for Baileys. The Elle Bookclub, conceived as part of our 12 month editorial partnership with the magazine, helped position Baileys as the natural drink of choice fordiscerning literary woman at book clubs around the country. In only twelve months we’ve helped Baileys turn the corner. From a dated outsider to ?a brand witha powerful voice, purpose and place in culture and our audiences’ lives. |
| Media Type | Branded Content |
| Length | |
| Executive Creative Director | Alan MacCuish |
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