[JUDGING] AIB
Section: Instagram Brand
Organisation Name: AIB
Instagram Questions
Name Of Brandclient
AIB
Personpeople Who Leads This Account
Cian Corbett
Link To The Web Version Of Your Instagram Account
www.instagram.com/AIBIreland
Do You Use Alt Text In Your Images And Caption Your Videos
Yes
Outline Your Instastrategy - Why Is Instagram For You
The Irish housing market is one of the biggest challenges facing our audience. For First Time Buyers (FTBs), the journey towards owning a home can feel like an exhausting slog from limited supply and intense competition to complex financial terminology and the uncertainty of taking on one of the biggest financial commitments of their lives. AIB recognised that the role of social media could be bigger than simply advertising a mortgage product. Instagram could become a place where FTBs could find inspiration, practical advice and reassurance at the moments they needed it most. Our Homes strategy was built around one simple ambition: to help turn Homes inspiration into Homes action.
Instagram allowed AIB to enter the existing Homes conversation in a way that felt natural to the platform and relevant to our audience. Rather than relying solely on traditional financial communications, we created content designed to educate, entertain and empower prospective homeowners — breaking down complex mortgage topics, answering real questions and providing practical guidance from experts.
Creator partnerships were key to connect with a younger FTB audience authentically, AIB worked with broadcaster Kirsten Mate Maher where she shared her experience getting a mortgage with AIB noting the things she learned along the way and the things she wished she knew beforehand.
How Can You Measure Impact To The Bizorg
The AIB Homes Instagram strategy bridges the gap between traditional mortgage advertising and the real-life needs of First Time Buyers.
Over the last 12 months, paid Instagram activity across AIB Homes delivered 214,116 actions, demonstrating that the content was not simply being seen, but actively engaging customers throughout their home-buying journey.
Most importantly, the activity generated 1,100 mortgage leads providing a clear commercial link between social activity and potential mortgage business.
With an average mortgage drawdown of approximately €270,000, these 1,100 leads represent a potential mortgage drawdown value of approximately €297 million if converted.
This is the strongest proof point for the strategy: social was not operating in isolation as a brand or awareness channel. It was contributing to a measurable customer journey, helping move prospective homeowners from consuming content to taking a tangible step towards securing a mortgage.
The strategy also demonstrated the value of creator-led content. Our collaboration with broadcaster and content creator Kirsten Maher generated 3,224,432 impressions across Meta and Snapchat, with Meta recording an average 50% hook rate and 75% hold rate.
AIB Homes is therefore demonstrating that effective social strategy can combine brand relevance, audience engagement and meaningful commercial outcomes.
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
https://www.facebook.com/watch/?v=2006605646640688
The purpose of this content was to make the home-buying and mortgage conversation more accessible to our First Time Buyer audience, using social-first content to provide practical support rather than simply pushing a product message.
The creative approach reflects the reality that people often turn to social media during the early stages of their home-buying journey — looking for inspiration, advice and answers to questions they may not yet feel comfortable asking a bank directly.
By creating useful, relatable Homes content, AIB could become part of that conversation naturally.
The content was designed to help customers move from “I want to buy a home” to “I understand what I need to do next.”
This reflects the wider AIB Homes strategy of using Instagram to demystify the mortgage journey and provide support in a channel that feels familiar and accessible to FTBs.
The wider paid Homes activity delivered 214,116 actions over the past 12 months, demonstrating the ability of this type of content to drive meaningful engagement.
The ultimate commercial impact was 1,100 mortgage leads, showing that the strategy could move beyond engagement and contribute directly to the mortgage consideration journey.
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
https://www.facebook.com/aib/videos/2006605646640688/ (Facebook Ad Library serving to Instagram)
Purpose of the update
To reach a younger First Time Buyer audience in a way that felt culturally relevant, AIB partnered with broadcaster and content creator Kirsten Maher.
The objective was to move away from traditional financial advertising and instead use the credibility, personality and relatability of a creator to make the Homes conversation feel more human.
Kirsten’s content ran across Meta and Snapchat, allowing AIB to reach audiences in the environments where they naturally consume content.
The partnership generated 3,224,432 impressions, demonstrating significant reach among the target audience.
On Meta, the content achieved an average 50% hook rate and 75% hold rate, showing that the creative successfully captured attention and retained viewers.
The partnership was particularly valuable because it allowed AIB to communicate with a younger audience without forcing the mortgage conversation into a traditional advertising format. Instead, the subject of buying a home was introduced through a familiar and relatable creator voice.
This creator-led approach complemented AIB’s wider Homes content strategy: educate through expertise, inspire through relevant content and build consideration through authentic human connection.
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
https://www.facebook.com/ads/library/?id=1491131485553070 (Facebook Ad Library serving to Instagram)
AIB Homes has transformed the role of Instagram from a traditional communications channel into a meaningful part of the First-Time Buyer journey with this post leading with empathy. AIB understands the arduous journey while knowing customers believe customers endorsements.
Across the past 12 months:
49,134,248 Instagram impressions
214,116 paid Instagram actions
1,100 mortgage leads
3,224,432 impressions from Kirsten Maher creator activity
50% average Meta hook rate
75% average Meta hold rate
€297m potential mortgage drawdown value if the 1,100 leads convert, based on an average €270,000 mortgage drawdown.
The real success of the strategy is not any single number. It is the ability to connect the three stages of the customer journey: attention, assistance and action.
AIB is using Instagram to show up where First Time Buyers are, speak to them in a language they understand, provide useful support when they need it and ultimately help turn the dream of owning a home into a tangible next step.
That is what makes AIB Homes more than a social media campaign. It is a customer-first approach to one of the most important journeys in people’s lives, delivered through a channel they already use every day.
