Baileys Welcome Pack

Background

The objective was to create a Welcome Pack that conveyed the very essence of the Baileys RM programme, The Baileys Lounge.

Idea

Every lounge has, or should have, a coffee table book. And the best are the ones that you can pick up and instantly engage with just by flicking through. That was the thinking behind this new Welcome Pack for Baileys. In January 2006, they asked the existing members of their RM Programme, The Baileys Lounge, to send in their simple pleasures on a postcard. More than 6,000 responses flooded in, including collages, poems, needle-point, photos, doodles and even hair. Through careful selection, and the occasional bit of re-art directing, they put together a quirky, humorous and charming book of the best 100.

Results

The initial mailing inviting members to send in a postcard of their ‘simple pleasures’ received more than 6,000 responses (8% response rate). The Welcome Pack is a key part of the member recruitment strategy, and is currently delivering more than 6% member get member responses. Some members have even gone on to purchase extra copies of the book for friends and relatives.

Target Audience

Consumers who join the Baileys RM Programme. Generally female, aged 24 to 39, consuming Baileys at least once per month and united by their love for Baileys.

Size

15,000-20,000 per month, ongoing

Our Thoughts

The internet is full of examples of user-generated content. There’s no doubt that if invited to be creative, many people respond enthusiastically. However, even Baileys must have been surprised at the response to their invitation to ‘share a little moment of pleasure.’ The postcards flooded in. The result, a book Diageo are selling for £3.99. Getting people to pay to consume your advertising as well as your product - now there’s a prospect for other brands to marvel at.