Baileys "Coffee Moment" Campaign
Owning the coffee moment.
Role(s)
Social Media Manager
Copywriter
The Challenge
Market Reality:
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Three consecutive years of declining sales
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Product loved but limited to special occasions
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Consumer behavior gap: fans not regular users
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Need to shift perception from occasional to everyday
Consumer Insight:
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Target audience: social, style-conscious consumers
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Regular cafe meet-ups with friends
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Care about looking their best
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Seek shareable social moments
What we did
Design collaboration
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Partnered with fashion designer Ly Qui
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Created artistic, limited-edition coffee cups
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Transformed cups into must-have fashion accessories
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Integrated product with everyday coffee culture
Influencer Amplification:
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Leveraged organic endorsement from Thuy Tien
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Developed full photoshoot content series
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Created year-long content calendar
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Built authentic celebrity partnership
Social Media Activation:
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Launched 'Bailey's Fashion Cup' selfie contest
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Encouraged user-generated content
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Created engaging Facebook competition
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Offered exclusive prizes for participation
Strategy & Impact
Brand Repositioning:
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Shifted from special occasion to daily luxury
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Owned the 'coffee moment' positioning
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Created fashion-forward brand association
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Built authentic social media presence
