[JUDGING] AIB
Section: Best Zero-Click Social Media Strategy
Organisation Name: AIB
General Strategy Questions
Name Of Brand Client
AIB
Name Of Brand Client Copy
A core element of AIB Wealth's social media strategy is simplifying financial planning and making it more accessible to everyday customers. Research and audience engagement consistently showed that financial topics such as investing, pensions and long-term planning can feel intimidating, overly complex or perceived as relevant only to a small group of people. To address this, AIB adopted a creator-led content strategy focused on translating financial expertise into relatable, human-centred content. Rather than relying solely on traditional product communications, the organisation partnered with trusted creators who could bridge the gap between expert knowledge and customer understanding. Creators were selected based on credibility, audience alignment and their ability to communicate complex topics in a clear, approachable way.
Personpeople Who Led This Campaign
AIB - Group Marketing
Do You Use Alt Text In Your Images And Caption Your Videos
Yes
What Objective For Campaign
AIB Wealth needed to introduce customers to three distinct areas within the AIB Life Hub on the AIB mobile app: its broader financial planning resources, a direct-to-consumer investment offering and pensions content. The task was not simply to announce that these resources existed. It was to make complex financial subjects feel relevant, understandable and worth engaging with.
The media journey created a fundamental constraint. Social ads could not take customers directly into the relevant area of the AIB mobile app. The available link led to a dedicated page on AIB.ie, from which customers then had to manually open the app. Click-through and web traffic could therefore indicate curiosity, but they could not fully represent engagement with the in-app experience.
The zero-click challenge: How could social media deliver meaningful value within the feed itself, building understanding and motivation even when the product could not be accessed in one click?
Outline Your Strategy For This Campaign
AIB deliberately shifted the measure of success from immediate traffic to quality of attention. The strategy was designed to ensure that viewers could gain something useful without leaving the platform: a clearer understanding of what the Life Hub offered, why investing might be relevant and why pensions deserved consideration.
In this model, video was not a teaser for information elsewhere. The social content itself carried the explanation and delivered the immediate value.
Laura Fox was central to making the strategy work. Her role was not simply to front an advertisement, but to humanise the message. Her established association with AIB Wealth provided continuity, while her accessible delivery helped break down complex information without making it feel like a financial lecture.
The content was built for social attention rather than treating social as a signpost. Short edits delivered concise messages, while the longer-form episodes gave the subjects enough space to be understood. Meta was used for attention-led video delivery, with performance assessed through hook, hold, thruplay and completion behaviour.
This was important because the customer journey contained friction outside the ad. By putting the explanation into the video itself, the strategy ensured the audience did not need to click to receive the core message. A viewer could leave the content better informed.
What Were The Outcomes For This Campaign Metrics Next Question
The strongest evidence of success was sustained viewing. Across the 2025 Laura Fox assets, people did not simply encounter the videos. They stayed with them, including when the content ran for more than a minute.
This was not a traffic campaign re-labelled after the fact. The channel constraint shaped the strategy from the outset: customers could not move directly from social into the relevant app experience, so the campaign had to succeed before the click.
• The videos answered meaningful questions within the social feed.
• Success was defined through attention quality, not inflated by a web journey that could not complete the app action.
• Long-form content was retained where the audience needed explanation, rather than cut down simply to chase platform convention.
• Laura Fox made the value exchange clear: viewers gave their time and received greater understanding in return.
• The strategy built mental availability for the AIB Life Hub, helping customers know what existed and where to find it when ready.
https://www.instagram.com/reel/DNFnU-tioAW/?utm_source=ig_web_copy_link&igsi=MzRlODBiNWFlZA==
https://www.instagram.com/reel/DNYJbA1iGnh/?utm_source=ig_web_copy_link&igsi=MzRlODBiNWFlZA==
https://www.instagram.com/reel/DPMNzr7gm1n/?utm_source=ig_web_copy_link&igsi=MzRlODBiNWFlZA==
What Are Your Metrics For This Campaign Real Metrics Please
62% average hook rate across the Laura Fox series on Meta
77% average hold rate across the series
72% hook rate for the 15-second investments video
83% hold rate for the 15-second investments video
86% 95% completion rate for the 15-second investments video
68% hook rate for the longer Q4 pensions content
84% hold rate for that longer Q4 content
+10pts year-on-year improvement in hook rate, from 52% to 62%
+20pts year-on-year improvement in hold rate, from 57% to 77%
+34pts year-on-year improvement in 95% completion rate, from 28% to 62%
The most important finding was that length did not prevent engagement. In Q4, the longer-format pensions video achieved a 68% hook rate and 84% hold rate. Compared with Q3, hook increased by six percentage points and hold by eight percentage points despite the longer format and lower investment. The message, delivery and usefulness of the content were strong enough to earn attention.
Is There Anything Else You Want To Add Be Brief
Best Zero-Click Social Media Strategy should recognise work that delivers value without making the audience leave the platform. AIB Wealth did exactly that. It used a trusted human voice to simplify financial planning, treated sustained attention as a meaningful outcome and proved that audiences will engage deeply with complex subjects when the content is clear, relevant and respectful of their time.
The campaign did not depend on a seamless click to work. It made the social experience itself useful. Laura Fox helped audiences stop, stay and understand, turning zero-click content into genuine financial engagement.