[JUDGING] Competition and Consumer Protection Commission
Section: Instagram Public Body
Organisation Name: Competition and Consumer Protection Commission
Instagram Questions
Name Of Brandclient
Competition and Consumer Protection Commission
Personpeople Who Leads This Account
Sam McNamara
Link To The Web Version Of Your Instagram Account
https://www.instagram.com/ccpcireland/
Do You Use Alt Text In Your Images And Caption Your Videos
Yes, our images have alt text and all of our videos are captioned with clear subtitles.
Outline Your Instastrategy - Why Is Instagram For You
Instagram is a key channel for the CCPC because it allows us to reach consumers with trusted, timely and accessible information where they already spend their time. It is particularly effective for engaging young adults and parents aged 25-44. Coimisiun na Méan’s most recent Digital News report shows that while older Irish audiences are more inclined to use traditional sources of news young audiences get the majority of their news from social media (60%), so using this channel helps us connect with them.
Our strategy focuses on turning complex information into engaging, easy-to-understand content that helps consumers make informed decisions and stay protected.
Our content is built around three key pillars:
• Consumer Rights: Explaining rights when shopping, travelling, entering contracts and dealing with businesses through practical advice.
• Product Safety: Sharing product recalls, safety alerts and guidance to help parents and families identify risks and protect their households.
• Consumer Protection & Financial Wellbeing: Raising awareness of scams, fraud prevention and emerging consumer issues, including customs charges and online shopping risks.
Over the past year, we have placed a greater emphasis on carousel content and reels. This approach encourages users to save and share content, helping extend the reach and impact of our consumer awareness campaigns.
How Can You Measure Impact To The Bizorg
As a public body, the CCPC measures success by how effectively our information reaches and empowers consumers. Our Instagram strategy is designed to raise awareness of consumer rights, product safety issues and scam prevention, ensuring consumers can make informed decisions and stay protected.
From June 2025 to July 2026, our Instagram activity delivered a total reach of 1,029,757 across paid and organic content, demonstrating our ability to deliver important consumer information at scale.
Impact is measured not just by visibility, but by action. During the same period, Instagram generated 29,230 link clicks, showing that consumers actively sought further information and guidance through CCPC resources.
We also grew our Instagram community by 2,397 followers, a 26.4% increase, increasing our ability to engage consumers with trusted advice and future awareness campaigns.
Together, these metrics show how Instagram supports the CCPC's mission by increasing awareness, driving engagement and helping consumers access information that enables them to make informed decisions and stay safe.
Link To An Example Of A Great Update Include The Stats Business Accounts Have Metrics For This Update Tell Us The Purpose Of This Update
Collaboration with other organisations
Virgin Media News
We invited journalist Hannah Murphy to the CCPC to highlight the dangers of Tucson circulation pumps through a hands-on demonstration. The resulting reel was shared across the CCPC, Hannah Murphy and Virgin Media Instagram channels. By combining trusted journalism with engaging social-first content, we brought a complex product safety issue to life and extended the reach of an important safety message. The video generated over 106,000 views organically.
Revenue
Revenue's guidance informed a CCPC consumer awareness campaign designed to explain new customs charges for online purchases. Working with Havas, we developed paid social content tailored for Instagram, which translated complex information into clear, accessible advice and positioned the CCPC as a trusted source on this issue. The campaign delivered a reach of 144,576 through traffic activity and a further 37,504 through awareness activity.
Fire Safety Ireland
As part of our Air Fryer Safety campaign, we worked with Fire Safety to ensure our advice reflected expert fire prevention guidance. A member of Dublin Fire Brigade featured in a collaborative Instagram Reel explaining key air fryer safety tips. The partnership allowed us to tap into new audiences while adding credibility to the messaging. The reel reached over 9,000 views and generated 213 interactions.
Link To A 2nd Example Of A Great Update Include The Stats Business Accounts Have Metrics For This Update Tell Us The Purpose Of This Update
Introduction of more dynamic reels
Example of one of the reels: https://www.instagram.com/p/DYhFZv5jbJD/
Over the past year, we have evolved our Instagram strategy by placing a greater emphasis on dynamic, video-first storytelling. As a public body, we often communicate complex consumer rights, product safety and scam awareness information, and we recognised that traditional formats were not always the most effective way to capture attention or drive understanding on Instagram.
Our approach focuses on creating engaging Reels that feature multiple people delivering the message, helping to create pace, movement and a more compelling narrative. Combined with live demonstrations, visual examples and real-world scenarios, this format allows us to bring consumer issues to life and make important information easier to understand and remember.
By showing rather than simply telling, we can clearly demonstrate product safety risks, explain consumer rights in practical terms and raise awareness of emerging scams and consumer issues. This style of content has proven particularly effective in increasing watch time, engagement and shareability.
The introduction of these reels has led to a total of 22,551 views.
Link To A 3rd Example Of A Great Update Include The Stats Business Accounts Have Metrics For This Update Tell Us The Purpose Of This Update
A shift in focus to include more Irish content
Link to some content: https://www.instagram.com/p/DanuPWugCxT/
One of our key strategic developments on Instagram has been increasing the visibility of Irish-language content and ensuring our social media activity supports the objectives of the Official Languages Act. Under the Act, the CCPC must ensure that 20% of advertising placed annually is in Irish and that 5% of annual advertising spend is allocated to Irish-language media.
In 2025, 20.47% of CCPC advertising was delivered in Irish and 5.81% of advertising spend was allocated to Irish-language media, exceeding the statutory requirements.
A key part of this shift was our most recent Irish-language Instagram campaign, developed with Havas. The campaign used engaging, social-first creative to communicate consumer protection messages through Irish, helping us reach new audiences while supporting our Official Languages Act commitments.
Results (up to 31 July 2026):
The campaign delivered a reach of 68,441 through traffic activity and a further 66,735 through awareness activity.
This campaign demonstrates how we successfully incorporated Irish-language content into our Instagram strategy, using paid social media to broaden our reach and meet statutory obligations.