Baileys and Eurovision, name a more iconic duo... we'll wait. When Baileys launched their Eurovision partnership, they turned to VML to lead the treating conversation on a night of social media high-drama.

But by serving up a menu of pre-awareness planning, inspiration and tasty teasers we made it more than a night to remember. With inclusive, fun-filled, inspirational content at key lead-up moments, and a reactive ‘on the ground’ newsroom approach we kept the Eurovision fever running over a month-long campaign with stunning results.

We were tasked with launching Baileys 3-year official partnership with Eurovision for the Liverpool 2023 Contest and making Baileys the go-to treat for competition viewers. But while social loves all things Eurovision, we needed to make content that would shine through the noise like a Finnish Cha Cha Cha.

Whether you're a Eurovision superfan or just Euro-curious, the Saturday night Watch Party is the unifying cultural moment and our opportunity to get Bailey’s on the treat table. From cocktails and cakes to grown-up ice-cream.

The Ultimate Baileys Watch Party hosted by our brand ambassador and Eurovision icon, Conchita Wurst. Through a connected ecosystem, we served up delicious party planning inspiration, went behind the scenes in the build up and we joined the live conversation of the final - keeping treating at the center throughout.

Sweden may have won the contest, but Baileys won the night. With 63% of the social conversation, Baileys had 2.75X greater share of voice out of all brand sponsors. Our social channels saw record breaking metrics in engagement with over 5.2m people reached. And our party planning blog content ranked #1 for ‘Eurovision Party Ideas’ searches in GB.

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Press

Baileys named top spirit brand on social for 2023
The Spirits Business
Brands embrace Eurovision - and the spending power of its 180m viewers
The Guardian
Inside Baileys’s 3-year Eurovision Song Contest deal
The Drum

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