[JUDGING] Daybreak
Section: Instagram Brand
Organisation Name: Daybreak
Instagram Questions
Name Of Brandclient
Daybreak
Personpeople Who Leads This Account
Daybreak Annual Campaigns, Instagram. Halloween: The Demon of Daybreak. Summer: Made for Summer. Christmas: Bring on Christmas / Santa's Shortlist. St Patrick's Day: Sean.
Link To The Web Version Of Your Instagram Account
https://www.instagram.com/daybreakireland/
Do You Use Alt Text In Your Images And Caption Your Videos
Every video on the account is captioned as standard. Alt text is not currently applied to still images. That's a gap and we're not going to pretend otherwise. It becomes a required field on the publishing checklist for every static asset from the 2026 campaigns onward.
Outline Your Instastrategy - Why Is Instagram For You
Two things make Instagram the right room for Daybreak.
Scale and age. 2.92 million people in Ireland use Instagram, 55.9% of the population, and the platform's largest age group nationally is 25 to 34. That is the group at the centre of Daybreak's account, averaging 33% across the year, with 23% aged 18 to 24 behind it.
And value. Kantar has 26% of Irish shoppers describing themselves as financially struggling, and promotions at their highest share of grocery value since June 2025. Value messaging has to reach them where they already are, in a form they will stop for.
So Instagram is the window into the Daybreak Universe. It carries the recurring cast, the value proposition Daybreak is known for, and the own-brand ranges: 9 Grams Coffee, Munch & Co Deli, Lickety Split and Big Night In.
The Daybreak Universe has its peaks, and when they arrive so do the characters fronting them. Between them, the same characters carry the value messaging in whatever format suits it, from Big Night In Bingo to Two Things for €2.50.
Trends are assessed before use, against whether they suit Daybreak. The principle the team works to is simple: be the best, not the first.
Story Highlights keep the back catalogue working. Halloween, Christmas, St Patrick's Day and Summer Vibes sit a tap from the profile, so a campaign that finished months ago still introduces the cast to whoever arrives next.
How Can You Measure Impact To The Bizorg
The objective for the year was recurring characters that make Daybreak's value and its brand easier to bring to mind. So measurement follows attention, because attention is what strengthens brand position and lets a value message saturate instead of passing by.
Three numbers do the work.
Stop rate. Three-second views against impressions, so how many scrolls the creative interrupted.
Hold rate. ThruPlays against three-second views, so how many of those stayed.
ThruPlays. The volume who watched it through.
Averaged across the year the account runs a 31% stop rate and a 36% hold rate, against Daybreak's own benchmarks of 27% and 30%. Motion's 2025 analysis of more than 550,000 Meta and Instagram ads puts the median stop rate at 24%.
Together they show whether a character earned attention or simply bought it. Every campaign and every value cycle is read the same way, and every result is set against Daybreak's own prior year, because the only benchmark that decides whether the strategy is working is whether this year beat last.
Two things came out of reading it this way. On Instagram the roughest, most native cut outperformed the cinematic hero film by more than two to one, so polish and speed now run together by design. And Meta's estimated ad recall lift rose 36% year on year, the closest read available on whether the cast is making the brand easier to remember.
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
Sean, President of Daybreak. St Patrick's Day 2026.
https://www.instagram.com/reel/DVjIgg6Abum/?utm_source=ig_web_copy_link&igsi=MzRlODBiNWFlZA==
https://www.instagram.com/reel/DVq9BC0CVQ6/?utm_source=ig_web_copy_link&igsi=MzRlODBiNWFlZA==
https://www.instagram.com/reel/DVwDH40Aaix/?utm_source=ig_web_copy_link&igsi=MzRlODBiNWFlZA==
https://www.instagram.com/reel/DV0ulk0jd9N/?utm_source=ig_web_copy_link&igsi=MzRlODBiNWFlZA==
https://www.instagram.com/reel/DV8c7olia99/?utm_source=ig_web_copy_link&igsi=MzRlODBiNWFlZA==
https://www.instagram.com/reel/DV_Bqjgk5r4/?utm_source=ig_web_copy_link&igsi=MzRlODBiNWFlZA==
https://www.instagram.com/reel/DWBmhyVDwD8/?utm_source=ig_web_copy_link&
Over 135,000 views and close to 116,000 reach on the strongest film of the campaign, on Instagram alone.
Sean has been Daybreak's St Patrick's Day character for years, and the reaction to him started all of this. People kept asking underneath the posts when he was coming back, which showed a recurring character had more in it than one campaign a year. The conversation about a Daybreak Universe came out of that.
In 2026 he ran for President of Daybreak, parodying an election the country had just been through, with staged scandals and Coffee Policy Briefings for 9 Grams. He needed no introduction, so the campaign could spend its time on the idea rather than the set-up.
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
The Demon of Daybreak, Teaser. Halloween 2025.
https://www.instagram.com/reel/DPonSFpE0As/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
https://www.instagram.com/reel/DP1gR2AjpNg/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
https://www.instagram.com/reel/DPwLlkMiEM6/?utm_source=ig_web_copy_link&igsi=MzRlODBiNWFlZA==
https://www.instagram.com/reel/DQRR_rIihGx/?utm_source=ig_web_copy_link&igsi=MzRlODBiNWFlZA==
https://www.instagram.com/reel/DP8rtCdiHvZ/?utm_source=ig_web_copy_link&igsi=MzRlODBiNWFlZA==
https://www.instagram.com/reel/DQEaGkGiFu0/?utm_source=ig_web_copy_link&
https://www.instagram.com/reel/DQeKBEPAkfq/?utm_source=ig_web_copy_link&
Over 128,000 three-second views, over 43,000 completed views and over 171,000 combined views, on Instagram alone. Close to a third of everything Instagram delivered across the whole Halloween campaign came from this one post.
This was the launch of the Daybreak Universe of recurring characters. The first sight of Jeff, a new hire fumbling his way through his first shift, with no product in it, no offer and no price on screen. The category spends Halloween competing on promotion. Daybreak spent it introducing someone.
What it established is that the audience welcomed a recurring character, and the engagement held across the campaign that followed. Every character on the account since started here.
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
Bring on Christmas, the Santa's Shortlist elf rivalry. Christmas 2025.
Link:
https://www.instagram.com/reel/DRPMgWPgks-/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
https://www.instagram.com/reel/DRciGWFjuow/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
https://www.instagram.com/reel/DSca0NriRnS/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
https://www.instagram.com/reel/DRRwyfGgeJY/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
https://www.instagram.com/reel/DSudQ8Mgij1/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
Instagram delivered 2.2 million views, 1.24 million reach and 12,901 engagements across the campaign. That is 47% of every engagement the campaign generated anywhere.
Three mischievous elves in a rivalry, with a competition running alongside it and prizes worth entering for: a Garmin watch, an Instax kit, a record player. Entering meant commenting, so the thing growing the audience was the same thing entertaining it.
The ranges carried the story rather than sitting beside it. The 9 Grams film was the most watched and most engaged post of the campaign on Instagram, with Munch & Co, Lickety Split and Big Night In just behind it.
Cast, value and community in one place, which is how most of the grid gets built.