Case Study: Baileys achieves 12.6% sales uplift over Christmas with Facebook

Baileys - Customer Case Study

Baileys Irish Cream, the long‑standing festive favourite, wanted to strengthen its position as the ultimate Christmas indulgence and lift December sales (which account for about 60% of annual purchases). The challenge was to increase awareness and convert holiday inspiration into in‑store and online purchases.

Baileys ran a data‑led Facebook mobile video campaign targeting three holiday mindsets—festive entertaining, gifting and last‑minute shopping—with tailored recipe creatives, agency partners Carat and Mother, and a Tesco integration that let shoppers add ingredients to their baskets. Over four weeks the campaign drove a 12.6% sales uplift, £88.20 more sales per 1,000 exposed households and a 12.8% increase in household penetration.

Baileys

Kim Araneta

Senior Brand Manger