CHALLENGE: Baileys wanted to appeal to the book club crowd by celebrating the 25th anniversary of their partnership with the Women’s Prize for Fiction.

IDEA: We corrected a historical wrong by putting female writers’ real names on the cover of their books for the first time, instead of their male pseudonym.

RESULTS: 1.3 billion impressions, 100+ articles published globally, 54k+ ebooks downloaded, Baileys’ most successful campaign to date.