[JUDGING] An Post x Core
Section: Video Campaign: Agency
Organisation Name: An Post x Core
Video Questions
Name Of Brandclient
An Post
Personpeople Who Runs This Campaign
Aimee Chan
What Is The Name Of The Videovideo Campaign
Making Better Happen: The Campaign That Kept Ireland Watching
Objectives Of Campaign And Metrics
Social media is built for skipping. An Post gave people a reason to stay. Our challenge was to launch Making Better Happen, An Post’s brand platform demonstrating how everyday connections can make life, business and communities across Ireland better. But awareness alone wasn’t enough. Our objective was to drive attentive reach: getting people not just to see An Post, but to spend meaningful time with the campaign. Our video strategy combined emotive brand storytelling with platform-native, creator-led content, giving Making Better Happen different ways to connect across Meta and TikTok. Our mission was clear: • Drive attentive reach for Making Better Happen. • Earn sustained video attention across Meta and TikTok. • Maintain engagement as campaign frequency increased. Results: • 1,225,130 social video views vs 292,012 planned (+320%). • 1,211,489 impressions vs 840,000 planned (+44%). • Almost 1M Meta ThruPlays at €0.01 vs €0.08 planned. • 62% Hook Rate and 78% Hold Rate on Meta. • Engagement remained stable at an average frequency of six. An Post didn't just achieve reach. It earned attention.
Video 1: Link To The Video Give Stats What Is The Videos Purpose
Meta - Turning Emotion into Attentive Reach - https://fb.me/adspreview/facebook/23D0G9KZVCl2C7W
15-second Making Better Happen cut-down
Purpose: To translate the emotional power of the hero campaign into a social environment where An Post had only seconds to earn attention.
A powerful long-form film does not automatically translate into effective social advertising. Cut too aggressively and the emotion is lost; retain too much and audiences can scroll before the story has a chance to land.
The 15-second Meta cut-down was designed to preserve the intimacy of the hero film while adapting its storytelling for faster social consumption. From the opening frames, audiences were brought straight into the emotion of the story, while the accompanying copy reinforced An Post’s role in connecting people:
“Because some packages carry more than their contents – they carry hope, comfort, and the power to connect people in meaningful ways.”
Our role was to ensure that story received more than passive exposure. Rather than optimising simply for reach, we used ThruPlay optimisation to prioritise audiences more likely to spend meaningful time with the film.
Results:
• 999,535 ThruPlays
• €0.01 cost per ThruPlay vs €0.08 planned
• 62% Hook Rate
• 78% Hold Rate
This delivered almost one million ThruPlays at just one eighth of the planned cost, but efficiency was only part of the story. We moni
Video 2: Link To The Video Give Stats What Is The Videos Purpose
TikTok - Making Emotion Work in the Fastest Feed
https://v-ttam.tiktok.com/s/ZSqRxKS93/
Making Better Happen - TikTok execution
Purpose: To give Making Better Happen high-impact visibility on TikTok while creating opportunities for audiences to spend meaningful time with the story.
TikTok’s fast-moving environment required a media approach that could both establish the campaign at scale and encourage people to stay with the film.
We used Top Feed for Reach, giving Making Better Happen a prominent position early in the For You Feed and maximising visibility for the new brand platform. This was complemented by dedicated Video Views activity optimised towards 15-second views, allowing us to move beyond initial exposure and prioritise audiences more likely to spend meaningful time with the story.
This combination gave each buying tactic a clear role. Top Feed provided the prominence and scale needed to introduce the campaign, while Video Views focused on deeper attention.
The emotional core of the creative remained unchanged: human connection, vulnerability and the idea that small acts can make something better happen. Our role was to build a TikTok strategy that gave that story the strongest opportunity to be seen and watched.
Results:
• 225,595 15-second video views
• €0.01 cost per 15-second view vs €0.06 planned
• 83% more efficient than the planned cost benchmark
The result
Video 3: Link To The Video Give Stats What Is The Videos Purpose
Making Better Happen – Turning Attention into Action
https://www.tiktok.com/@olivia.spuds/video/7502071222788738326
TikTok - Partnership with Olivia Spuds
Purpose: To bring Making Better Happen into a creator-native environment, using Olivia Spuds to demonstrate how An Post helps people make a tangible difference in their communities.
The hero campaign showed the emotional power of human connection. Our partnership with Olivia Spuds showed what Making Better Happen could look like in action.
Working with An Post and St Vincent de Paul, Olivia takes her audience on the donation journey, moving from an SVP shop to an An Post location and showing how people can support the charity through their local post office.
The execution deliberately feels different from the hero film. Fast-paced, personality-led and unmistakably native to TikTok, it translated the wider brand platform into content designed for the behaviours of the feed. Rather than simply telling audiences that An Post supports communities, it gave them a practical example of how that happens.
We amplified the content through TikTok Spark Ads, using a Video Views objective to extend Olivia's content beyond her organic audience while retaining the authenticity of the original creator post.
Results:
• 167,821 15-second video views
• €0.02 cost per 15-second video view
• 75% more efficient than the €0.08 benchmark
The part
Additional Information For The Judges
The strength of Making Better Happen was not simply in generating reach, but in how we used paid social to turn a powerful brand platform into sustained attention at scale. Rather than relying on a single video or buying approach, we built the campaign around how people actually consume content across social. On Meta, ThruPlay optimisation prioritised deeper viewing of the emotive 15-second film. On TikTok, Top Feed gave the campaign high-impact visibility, while Video Views activity encouraged audiences to spend longer with the story. Spark Ads then extended the platform through Olivia Spuds, bringing Making Better Happen into a creator-native environment and connecting the brand promise with tangible community action. Together, this approach delivered 1,225,130 social video views against 292,012 planned (320% above target) alongside 1,211,489 impressions (44% above plan). Importantly, greater scale did not come at the expense of attention. On Meta, Hook and Hold Rates remained stable even as average frequency reached six, while TikTok video activity substantially outperformed planned cost benchmarks. For An Post, the result was a social campaign that gave great creative the scale it deserved, while adapting how it was delivered to earn attention across different social environments.