[JUDGING] AIB
Section: Content Studio of the Year - In-house
Organisation Name: AIB
Content Studio Questions
Organisation Name
AIB
Links To Social Media Accounts Eg Facebook Instagram Threads Tiktok Etc
• AIB Instagram: https://www.instagram.com/aibireland?igsi=MWxyN2dnYjhjeG1peQ%3D%3D&utm_source=qr
• AIB TikTok: https://www.tiktok.com/@aibireland?_r=1&_t=ZN-99OOJgK1jB0
• AIB GAA Instagram: https://www.instagram.com/aib_gaa?igsi=aGNkbmQ4YmhpNTBm&utm_source=qr
• AIB GAA TikTok: https://www.tiktok.com/@aib_gaa?_r=1&_t=ZN-99OOLaBr651
Outline Your Strategy As An Educational Org
AIB recognised that social media had become one of the most important battlegrounds for customer attention, brand consideration and future business growth. With 78% of Ireland's population regularly using social media and fintech competitors increasing investment in social-first customer acquisition, AIB had to evolve its approach to defend market share and strengthen long-term customer relationships.
The social media landscape had fundamentally changed.
Audience attention had become fragmented across an increasing number of platforms and formats. At the same time, AI-powered algorithms were exerting greater influence on content discovery and customer decision-making. Traditional brand publishing approaches were becoming less effective, while audiences were demonstrating heightened sensitivity around privacy, fraud and the use of AI.
Share of Voice analysis across platforms including TikTok and Meta indicated increased spending by competitors, while econometric analysis demonstrated that greater investment in social media channels could deliver significant business returns for AIB.
The challenge was clear: evolve AIB's social media capability to remain relevant, competitive and effective in an increasingly complex digital environment.
What Uniquecreative Offerings Have You With Your Social Media
In 2026, Group Marketing underwent a significant reorg that sought to put the brand’s best foot forward as it steps toward the future. A huge amount of work has gone into ensuring we maximise efficiencies and the ability to create strong in-house social media content was at the core.
The Social Media team has taken the lead on in-house content, both in identifying opportunities and executing the content from start to finish. Several team members have upskilled in script writing, video filming and editing, to the point where they can quickly produce quality video content themselves without third-party agencies or partners.
Members of the in-house studio:
• Cian Corbett
• Jamie Concannon
• Ellen Gribben
• Cara Spillane
• Grace Cullen
• Julien Richardson
• Katie Flynn
• Sarah McCann
Among the core themes of our in-house social media content strategy were Fraud, GAA, and Personal Lending.
Give Examples Of Your Content Creation Process
Fraud was the initial launchpad for our in-house content, as AIB delivered 21 million impressions with our 2025 social campaign. Given AI has supercharged fraud in Ireland and scammers are always finding new ways to trick people, we have a responsibility to keep our customers aware of what’s out there.
Rather than come up with the angles ourselves, we crowdsourced content ideas using Olytico as a social listening tool. Olytico analysed over 250,000 posts to find 1,500 instances of Fraud and closed down over 200 scam sites. Although we made this progress we wanted to warn our customers to stay vigilant in a timely reactive manner educating them on what to look out for.
From a timely warning about the risks of buying concert tickets online to a guide on how to spot a deep fake, we’ve created content that lands while the topic is still fresh and relevant.
We’ve also taken inspiration directly from our Fraud team, who are best placed to know what type of fraud is most prevalent at a given time.
AIB’s partnership with the GAA presents a unique opportunity to place the brand at the centre of unforgettable cultural moments. Mayo’s All-Ireland success this summer was beyond anything ever seen before, and with a special edition of our ongoing Monday Minute series, AIB was able to immediately produce content that captured the excitement of a final that no one will forget.
How Are Your Measuring Success Reach Links Traffic Etc
This varies depending on the three main content pillars of Fraud, Personal Lending and GAA, but some of the main successes of our in-house studio are outlined below:
Efficiency
Especially for topics such as Fraud and GAA, time is everything. We need the ability to produce relevant and engaging content quickly, reflecting the latest fraud trends or the weekend's results in GAA. Using third-party agencies would most likely lengthen the process, meaning we are more agile when relying on internal people.
Awareness
For topics like Fraud, there isn't a product we are trying to push. The primary goal is to encourage people to Wait a Sec, Double Check everything they see in the hope they will keep scammers at bay. Our in-house studio has enabled us to produce a higher volume of content than we otherwise would, with our Fraud content gathering 45,000 organic views on TikTok and Meta before taking into account their performance in paid campaigns.
Outcomes
For a product-focused campaign such as Personal Lending, we need something tangible to show. Driving traffic to the website is a constant demand of this campaign, so creating bespoke in-house assets has helped us widen the net even further. Driving over 20,000 people to the website using assets created in-house is testament to their effectiveness.
Give Three Examples Of Recent Updates Or Initiatives That Have Worked Well Link To Them And Give Some Metrics On Them
1) Reactive Fraud Education – Keeping our customers safe
One recent example was for Fraud, in response to the rise of scam texts being flagged by customers on our social listening tool, Olytico. It was pertinent from a brand perspective to highlight for our customers what to look out for, so an in-house video was created on the topic which reached more than 15,000 organic views without any spend behind it: https://www.instagram.com/reel/DYopDcINIOx/?igsi=MWpmaHV2MGgwNXlheg==
2) All Ireland Mayo Celebration – Real Time reaction video
Mayo’s aforementioned All-Ireland victory was the cultural moment of the year, and AIB was lucky enough to be right at the heart of it. We were able to quickly produce a special edition of our Monday Minute series live from Croke Park, which truly captured the atmosphere and excitement of the day: https://www.instagram.com/reel/DbTP4FroQPt/?igsi=MWN5d3hwZHRuZG9lcg==
The video performed extremely well on social, achieving more than 800k views across Meta and TikTok.
3) Personal Lending – Performance Assets
Briefing in third parties helps add a fresh perspective to your content, but it can often be a timely and costly process. By developing social performance assets in-house we reduced costs for the business, and between May and September they drove more than 20k unique link clicks to the website from Meta alone. https://fb.watch/Jn-b8v2mx-/
