When Coffee Met Baileys. The world’s first soap opera designed specifically for Instagram.

The soap opera followed the romantic tribulations of coffee and milk - stuck in a stale relationship, coffee’s eye wanders, before embarking on a steamy affair with the voluptuous Baileys. And as luck would have it, milk eventually meets her perfect partner in a bag of German muesli. We personified the product using a stop motion treatment, so that we didn’t miss the opportunity to drive crave appeal. And by breathing life into the subtitles (we knew 80% of views would be silent) we retained a sense of character in our inanimate cast. These were then broken into five episode chunks, and distributed as carousels, so they could watch the episodes one after the other.

We received over a million views and saw engagement rates grew the more people watched, increasingly steadily as people got stuck to the story.

We were named Facebook EMEAs first ever campaign of the month for the use of the Carousel format.

The campaign contributed to a +9% Volume increase in Europe for Baileys, as consumers began to match make Coffee and Baileys themselves.

And our audience loved it - someone told us they even stopped listening to Justin Bieber to watch more episodes - praise indeed.