Bailey’s partnered with BDG to drive awareness and purchase among their Zillenial target, positioning the brand as the star of holiday ritual through playful “naughty or nice” cooking-dunking moments. In response, BDG produced a social video program that blended bold visuals, humor-forward storytelling, and talent Eli Rallo across Bustle, Elite Daily, and NYLON, supported by YouTube, Reels, Stories, and high-impact display. Running late November through December 2025, the campaign delivered 20.2MM+ social impressions, 4.4MM engagements, and 940K video completes, while driving strong brand lift, including +6 pts in purchase intent and 80% aided recall.
