Guardian Labs pilots content marketing campaign with Diageo

Guardian Labs pilots content marketing campaign with Diageo

Real-time campaign will use analytics tools on behalf of Diageo's Baileys Irish Cream brand

Guardian Labs, the in-house, branded-content division of the U.K.'s Guardian newspaper, has launched a real-time content marketing campaign for Diageo's Baileys Irish Cream brand.

The pilot campaign, brokered by global media agency Carat, will run as part of Baileys' "Here’s to Us" Christmas campaign.

It will use real-time analytics tools to identify appropriate surging content across the Guardian’s Life & Style and Culture sections where a dedicated Guardian Labs team will produce relevant branded content.

All content will be labeled "Brought to you by Baileys," in line with the Guardian’s guidelines for paid content.

Guardian Labs' staff will use analytics tools to learn how audiences are interacting with content, and where they are coming from by platform, source and geographical location.

All content for the campaign will be written by in-house Guardian Labs writers and will be reactive, based on the most popular stories surfaced by the analytics tools.

The publisher is confident the content partnership will deliver deeper engagement for Baileys' audiences and drive business value.

"This collaboration with Diageo and Carat is a wonderful example of our Open philosophy brought to life," said Anna Watkins, managing director of Guardian Labs. "Sharing learnings and data, iterating ideas and solutions as the campaign unfolds, to create and optimize branded content in real time."

Guardian Labs officially launched in February with a partnership with Unilever.

This article first appeared on

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