Baileys believes everyone deserves a seat at the treating table, and a commitment to accessibility runs central to that ethos - so once we became aware of the problem we knew we had to do something about it.

Our brief started in how to bring our lick the screen visual experience to life, not just with a functional description - but a delicious one that really conveyed the experience to the blind and visually-impaired community. But that soon evolved into something much bigger. The more we realised about the functionality and the more we talked to the community, our objective shifted.

We wanted to create a sea change in how we created content. Not just for our brand, but all brands. And by championing the voices at the heart of the community we made our objective to celebrate - and for everyone to join in, the fun of being inclusive.

Image Descriptions are written in post copy, enclosed by square brackets. We set out to demonstrate that a whole lot of delicious details could fit inside those brackets. And so, in collaboration with key voices in the blind and visually impaired community, [Delicious Descriptions] was born.

To be as inclusively fun for every part of our audience, we didn't show a visual on the post, instead tempting users to turn their “Sound on for a treat”. From gooey s’mores to delectable tiramisu martinis, we took everyone on a delicious aural journey.

We launched on Global Accessibility Awareness Day (May 18) with five indulgently immersive ‘Sound on for a Treat’ assets. Our intention was to put the non-visually impaired community into the shoes of those using screen readers to raise awareness and show just how important [deliciously written!] image descriptions are.

Our key strategic aim was to create something that was of actual use AND that was entertaining enough to captivate our adult treat-loving audience, where the latest treat content is social currency.

We partnered with the Royal National Institute for the Blind (RNIB) and ran focus groups with their members to help us hit just the right treat-filled tone while keeping the content hard-working. We also partnered with well-known voices from the community who highlighted the impact of the issue and how much deliciously inclusive content meant to them.

For our wider treating audience, we targeted our community of ‘bakers & shakers’ influencers and content creators - offering help for them to write their first Delicious Description and ensuring authentic 'audience first' content to amplify the campaign.

Finally, we developed a partnership with META to understand how to use the native functionality and produce guidelines for brands everywhere.  

We partnered with the Royal National Institute for the Blind (RNIB) and ran focus groups with their members to help us hit just the right treat-filled tone while keeping the content hard-working. We also partnered with well-known voices from the community who highlighted the impact of the issue and how much deliciously inclusive content meant to them.

For our wider treating audience, we targeted our community of ‘bakers & shakers’ influencers and content creators - offering help for them to write their first Delicious Description and ensuring authentic 'audience first' content to amplify the campaign.

Finally, we developed a partnership with META to understand how to use the native functionality and produce guidelines for brands everywhere.  

Alongside these, we created a step-by-step guide on how to create Delicious Descriptions for your own posts.

We also ran paid support of the ‘Sound on for a treat’ assets as influencer reels, across the Meta platform in GB. 

Our campaign reached 15 million+ consumers with view through rates significantly ahead of benchmarks. Importantly, we saw significant engagement from the blind and visually-impaired community, who called our campaign “a game-changer”.

And this is just the beginning – all our content now includes alt text and image descriptions, helping make the online world more inclusive, one deliciously accessible post at a time.

But the true test lies in the future – and our ambitions for every brand to use the functionality. So, we’re driving awareness and adoption with a compelling joint case study with Meta, alpha testing of AI descriptions for paid ads, Meta Festival and podcasts by the Incorporated Society of British Advertisers. We’re also collaborating through partners and influencers; helping them create their own image descriptions.

A future where content is an accessible treat for everyone? Wouldn’t that be DELICIOUS.

Our campaign reached 15 million+ consumers and despite the length of the assets, view through rates were significantly ahead of benchmarks.

Lucy Edwards’ reel had an incredible 25.19% VTR, whilst a Meta study showed brand affinity lift 3.5 times CPG average (we continue to partner with Meta as a Hero Accessibility brand). Importantly, we saw significant engagement from the blind and visually-impaired community, who called our campaign “a game-changer”.

But the true test lies in the future – and our ambitions for every brand to use the functionality. So, we’re driving awareness and adoption with a compelling case study, alpha testing of AI descriptions for paid ads, Meta Festival talks alongside Lucy Edwards, and podcasts by the Incorporated Society of British Advertisers. We’re also collaborating through partners and influencers; helping them creating their own image descriptions.

A future where content is an accessible treat for everyone? Wouldn’t that be DELICIOUS.