[JUDGING] AIB
Section: Social Media Strategy: Brand
Organisation Name: AIB
General Strategy Questions
Name Of Brand Client
AIB
Name Of Brand Client Copy
Yes
Personpeople Who Led This Campaign
Cian Corbett - Digital Content Marketing Manager
Do You Use Alt Text In Your Images And Caption Your Videos
Yes
What Objective For Campaign
AIB have embraced a strategy that promises to help customers pursue the life they are after. As Ireland’s largest pillar bank, AIB know these are uncertain times for personal and business customers and for the communities in which we serve but dreams and ambitions for a better life don’t die in uncertain times. They may be reshaped by circumstances and evolve with changing needs, but they persevere longing to be realised. Ultimately, the future belongs to those who choose to take decisive action and AIB will be the ones to offer this support.
Using Social Media, AIB will be the force multiplier of these dreams and ambitions by using social listening to understand them, social content to engage them and social customer care to serve them.
Outline Your Strategy For This Campaign
The Force Multiplier Social Content Strategy = Aspire, Inspire, Conspire
Aspire = the longing for the life you’re after. Aspire is internal: I have an ambition or a vision for my future. “I aspire to own a home” or “I aspire to be more connected to my community.”
Social Role: Reflect society's aspirations to be more connected, more organised, more confident, more successful, more settled, more adventurous, more grown-up.
Inspire = The sign you’ve been waiting for. The nudge you’ve been needing. AIB will amplify your ambition and build your belief. AIB’s content will create that confidence to take decisive action.
Social Role: Content that illuminates the path to the Life You’re After by giving customers the confidence or nudge to move towards it.
Where aspiration is the ambition; Inspiration activates it.
Conspire = AIB is on your side as the enabler, the partner, the provider of progressive support when you need it most. AIB go beyond a provider of banking services to establish the brand as an essential financial partner and essential part of the economic and social infrasture of Ireland.
Social Role: Listen and invite connections to assist, collaborate and serve our customers and communities.
What Were The Outcomes For This Campaign Metrics Next Question
The Force Multiplier Strategy reaffirms AIB's place as Ireland's largest pillar bank with a constant presence in customers social feeds serving 320m impressions and 33m videos over the past 12 months. The continued positive presence in our customers newsfeeds is compounding and for the first time as according to IPSOS Research, AIB claims the top position in Customer Brand Health, overtaking Credit Union in Q2’26.
However, informing these interactions is the social listening programme analysing over 250,000 social posts to truly understand our customers challenges and aspirations. These learnings inform our social campaigns and prepare our social media customer care team who assisted with 70,781 customer queries with an impressive response time of under 10.5 minutes.
What Are Your Metrics For This Campaign Real Metrics Please
The Force Multiplier content pillars each have their own measures of success:
Aspire - these are the emotional signals of content success.
Campaign Evidence: AIB GOAL Mile
https://www.instagram.com/reel/DRzN8nqggIh
Metrics: Reach, Engagement, Registrations and donations.
Using a mix of online influencer talent our Social content delivered 7.4m social impressions, 63,184 social clicks to register delivering +32.6% increase YOY registrations to raise over €850,000 for vital GOAL Aid.
Inspire - measuring the content's ability to inspire action.
Campaign evidence: AIB Mortgages with Kirsten Mate Maher
https://www.facebook.com/watch/?v=2006605646640688
AIB partnered with content creator Kirsten Mate Maher on social content that would inspire First Time Buyers to start their mortgage journey. The content earned 3,224,432 impressions and an impressive hook rate of 50% and hold rate of 75% signalling audiences interest and enthusiasm delivering 1,100 mortgage leads
Conspire - Drive primacy of banking.
Campaign evidence: AIB Zippay
Rather than using social as another media channel, we used it as the primary engine for behavioural change partnering with Kaleigh Trappe to show Zippay in everyday banking scenarios.
16.5m impressions, Hook Rates exceeding 50%, with Hold Rates reaching as high as 76% earning AIB 65% of total Zippay interactions in the Irish banking industry.
Is There Anything Else You Want To Add Be Brief
The fragmented digital media landscape presents opportunities and challenges for AIB's Social Media Team – while there are more channels to reach customers, attention is a fleeting commodity. This is set in a world where Web 3.0 has heralded the imposing presence of AI algorithms which determine content reach and impact buying strategies. The Force Multiplier Strategy has illuminated a way forward for the brand to reach and support customers and communities in which we serve. This content strategy places humanity at it's core with a roster of content creators and employee generated content to resonate with aspirations, inspire action and conspire to help our customers to pursue the life they are after.
