[JUDGING] AIB
Section: Rising Star Award
Organisation Name: AIB
Rising Star Questions
Organisation Name
AIB
Name Of Rising Star
Ellen Gribben
Structure Of The Team And Their Roles
As part of the Social Media team, Ellen is responsible for leading our social media strategy on key campaigns such as GAA, Homes, EBS and more.
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.
Ellen has been leading the charge in this regard, both from a strategy and executional point of view.
How Are Your Measuring Success Reach Links Traffic Etc
Ellen has achieved success in driving and upholding three key principals for content:
1) Build the inhouse studio capability for lo-fi authenticity
Both behind and in front of the camera, she has been putting herself out there and helping AIB achieve its ambition of creating more engaging content in-house. Not only has she been leading the charge with new content ideas, but she has also been heavily involved in script writing, filming, editing and posting of content
2) Don’t make ads, make TikToks
Ellen has created new guidelines for the team to follow, so we can get a better understanding of what is (and what isn’t) a good fit for this new style of lo-fi authentic content.
3) Speak like a fan, not a Sponsor
AIB's GAA content has been significantly elevated by Ellen's expert input and infectious energy when talking to GAA fans and players alike. Of course, it helps that Ellen is an accomplished Dublin GAA Footballer herself bringing authenticity and expert input to content.
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
Our social listening tool, Olytico, flagged rise of landlord scams being flagged by customers. It was pertinent from a brand perspective to show customers what to look out for, so an in-house video was created which reached more than 1.5M people in a paid social media campaign, the first ever to use an AIB in-house social media video.
https://www.instagram.com/reel/DXZjAUzAmLe/?igsi=MWxwZWxzYndncmF4NQ==
2) GAA vox pops – Real Time reaction video
AIB’s affiliation with the GAA is hugely important to the brand. This vox pop truly captured the excitement of an All-Ireland Final, and remains the third most viewed video on AIB GAA Instagram, with over 1M views on that channel alone and a further 1.5M on TikTok.
https://www.instagram.com/reel/DMpg5pqoAJj/?igsi=YjZqcjA2dzI5ajFn
The video performed extremely well on social, achieving more than 800k views across Meta and TikTok.
3) Spend Trend Video – Transforming AIB Insights
Our Media Relations team regularly publishes press releases with insights into customer spending. Much of this will be missed by a younger demographic not using the channels they are published on (traditional media, LinkedIn, etc.). This gained over 15,000 organic views on social media without any spend.
https://www.instagram.com/reel/DUsd4EvjEzx/?igsi=cnl6bGl6emVjZ2F2
Why Are You Deserving Of Team Of The Year
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. AIB will inspire, conspire and be the force multiplier of these dreams and ambitions.
To truly resonate with customers and keep up to date with evolving social trends AIB has invested efforts into a high performing social team and in-house content studio focusing on creating more eye-level, casual content featuring real employees. So far we have created content on everything from fraud awareness content and GAA vox pops to engaging TikTok style videos based around AIB press releases. AIB's Rising Star, Ellen Gribben has been at the heart of that.
