Baileys "Turns Up the Amps" on John Legend Sponsorship 02/25

Branded Television Special Creates National Scope

Challenge
Baileys wanted to position its brand as the go-to drink for a hip urban crowd. To this end, Baileys forged a partnership with musician John Legend, who performed a series of Baileys’ sponsored “Get Together with John Legend” concerts across the U.S.  The concerts generated trial – but the overall program lacked scale.

Baileys wanted to give the sponsorship a national presence and increase ROI for its significant investment in talent.

MediaCom’s Strategy
We turned up the amps on this sponsorship by creating an integrated, multi-tiered entertainment platform centered on an original television special. Our plan increased reach, deepened engagement with target, reached consumers at multiple touch-points, and capitalized on the talent investment. The strategy was two-fold: produce an original hour-long John Legend concert for television, via MediaCom Entertainment, and secure a distribution channel for the program that would ensure client ROI by recouping investment costs with media value. The program, “BAILEYS® GET TOGETHER™ with John Legend: The Home School Sessions,” debuted in December 2007, with an extended run on cable network TV One.

Results
Cumulative airings of the TV special reached over 750,000 viewers. Investment in television production was returned two times in media value, and 12 million impressions were delivered against the target. Baileys tripled its PR impressions goal. Perhaps most importantly, brand tracking results showed increases among the target in the number of Baileys drinks consumed during a test period following the premiere.