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To see all the winners of the
2014 PR Daily Awards click here!
Best Press Event/Media Tour
Baileys (nonalcoholic) Coffee Creamer + content marketing = happy editors
Does clever upscale content marketing work on food journalists? Are you kidding?
faced several knotty problems in promoting its client’s new product, a coffee creamer made by a world-famous alcoholic-beverage firm, Baileys Irish Cream
- Another coffee creamer? Oh, boy! On second thought, yawn...
- Competitors International Delight and Coffeemate have many flavors, and fans by the millions.
- How could consumers be persuaded that despite the Baileys name, this creamer was nonalcoholic?
- Won’t Baileys Coffee Creamers cost more than Coffeemate?
451 Marketing overcame these public-perception obstacles so imaginatively that it won the Best Press Event/Media Tour category in Ragan’s 2014 PR Daily Awards.
The agency decided to emphasize Baileys Coffee Creamers as a breakfast dessert ingredient as well as a coffee flavoring. At informal morning coffee klatches featuring dessert tasting, held between Sept. 24 and Oct. 4, 2013, at the Cooking Cottage in East Hampton, N.Y., 451 Marketing set up:
- A salon experience for food bloggers and editors, including hairstyling blowouts for the women journalists—a huge content marketing departure from the usual press conference product demo.
- Dessert recipes created by two food bloggers using Baileys Creamer, demonstrated by Chef Sigrid. Sigrid gave the editors expert tips ranging from how to squeeze a pastry bag to how to vent a pie crust—more content marketing principles in action.
- The serving of several Baileys Creamer desserts to the journalists casually seated in the Cottage kitchen, while they drank their Baileys Creamer-flavored morning coffee.
- Gifts to the editors of Baileys-branded Contigo coffee mugs—the editors “loved them.”
Perhaps this is why 90 percent of the food editors who were so amusingly entertained reported that Baileys Coffee Creamers “exceeded their expectations.” Other results:
- 451 Marketing landed 66 media hits with 95.5 million impressions in national media coverage for its Baileys Coffee Creamer events between March 13 and Oct. 4.
- The tour connected with more than 300 bloggers at the BlogHerFood conference in Austin, Texas.
- Baileys Coffee Creamers were featured on “The Rachael Ray Show” at coffee break on May 17.
- At the BlogHerFood conference, there were 202,600 reaches on Twitter and 506,400 impressions.
The 451 Marketing team responsible for this content marketing masterpiece included Karyn Martin, executive vice president of public relations; Sean Flanagan and Meredith D’Agostino, senior account directors; Laura Christo, senior account executive; Kristen Zemeitus, account executive; and Sarah Conley, account coordinator. Congratulations!
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