[JUDGING] AIB
Section: Best Social Media Campaign for an Event
Organisation Name: AIB
Events Strategy Questions
Describe Your Ecommerce Business
The GOAL Mile is one of Ireland's longest-running and most loved charity events, bringing communities together each Christmas to walk or run a mile in support of GOAL's humanitarian work worldwide. Proudly supported by AIB, the event takes place in towns, villages and cities across Ireland, raising vital funds for vulnerable communities affected by poverty, conflict and climate change while promoting community spirit, participation and collective action.
Personpeople Who Runs This Strategy
GOAL Global, supported by AIB as title sponsor. Delivery is led by GOAL's Fundraising and Events team in partnership with AIB Marketing, together with a nationwide network of community organisers who host local GOAL Miles.
Do You Use Alt Text In Your Images And Caption Your Videos
Yes
Outline Your Social Media Strategy For This
The campaign was designed around a simple principle: people would be more likely to join the GOAL Mile when participation was modelled by voices they already trusted. Rather than rely on one national message, AIB and GOAL built a social ecosystem that combined national consistency with regional and community relevance.
• Lead ambassador Anna Daly provided recognition, continuity and a clear national invitation to take part.
• Regional gatekeepers Trisha Lewis, Oyin Adeyemi and Dáithí Ó Sé made the event relevant to different audiences, regions and platforms.
• Four Gaelic Games ambassadors connected the event to AIB’s club network and promoted a dedicated GAA club competition.
• Media Central presenters and regional station voices extended the campaign through presenter-led social video, on-air support and local event call-outs.
This gave every social asset a role within the event journey: build attention, show authentic participation, explain how to get involved and create a clear route to registration.
What Are You Doing To Capture Attention In Social To Get Sales
We utilised trusted voices, built for their platforms. Talent was selected for cultural trust, audience fit and platform behaviour, not follower numbers alone. The creative approach moved away from a single, uniform execution and allowed each voice to communicate in a format that felt natural to their community.
Gaelic Games ambassadors used self-shot, social-native content to invite clubs to register, replacing a purely publicity-led approach with participation-focused storytelling. The content did not simply announce that the GOAL Mile was happening. It showed trusted people stepping up, locating the idea within local communities and making participation feel immediate and achievable.
The social campaign was integrated with the physical event network rather than operating as a separate communications layer. Creator posts, GAA club activity, presenter-led videos, AIB branches and employee participation all reinforced the same call to action: register, find a local Mile and Step Up Together.
What Are Your Metrics For This Campaign Real Metrics Please
The campaign exceeded its primary event objective and helped deliver the largest GOAL Mile participation in over 40 years. Social media was not assessed only through awareness. Its success was demonstrated through registrations, club involvement, event locations and nationwide participation.
9,161 online registrations in 2025, up from 6,911 in 2024
+32.6% year-on-year registration growth, versus a +20% target
60,000+ participants nationally
214 GOAL Mile locations, up from 200
7.4m paid social impressions across Meta and TikTok
63,184 social link clicks supporting the route to registration
10.9m total campaign reach across earned and influencer activity
334 GAA competition entries, up 626% year on year
Website Address
https://goalmile.org/
Facebook Link
https://www.facebook.com/aib
Instagram Link
https://www.instagram.com/reel/DRcBNlMAvDS/?utm_source=ig_web_copy_link&igsi=MzRlODBiNWFlZA== https://www.instagram.com/reel/DRzN8nqggIh/?utm_source=ig_web_copy_link&igsi=MzRlODBiNWFlZA== https://www.instagram.com/reel/DRzyWdeDeIa/?utm_source=ig_web_copy_link&igsi=MzRlODBiNWFlZA== https://www.instagram.com/reel/DR60O9WDHOr/?utm_source=ig_web_copy_link&igsi=MzRlODBiNWFlZA== https://www.instagram.com/reel/DTAC2p_AhXG/?utm_source=ig_web_copy_link&igsi=MzRlODBiNWFlZA== https://www.instagram.com/reel/DSIQTWYDOeG/?utm_source=ig_web_copy_link&igsi=MzRlODBiNWFlZA== https://www.instagram.com/reel/DSZ0Y84DI-3/?utm_source=ig_web_copy_link&igsi=MzRlODBiNWFlZA== https://www.instagram.com/reel/DScNNa6DYP5/?utm_source=ig_web_copy_link&igsi=MzRlODBiNWFlZA== https://www.instagram.com/reel/DScoTkYjLKJ/?utm_source=ig_web_copy_link&igsi=MzRlODBiNWFlZA== https://www.instagram.com/p/DTH_VDYgslI/?utm_source=ig_web_copy_link&igsi=MzRlODBiNWFlZA==
Tiktok Link
https://www.tiktok.com/@aibireland
Is There Anything Else You Want To Add Be Brief
This campaign used social media to perform the job that mattered most for the event: get people to take part. It connected national reach with local credibility, matched creators to the platforms where they were most effective and made the leap from screen to real-world participation measurable.
Social media was built around the event objective, not added as a promotional afterthought.
Creators and presenters demonstrated participation rather than simply delivering campaign messages.
Regional voices made a national event feel locally owned and accessible.
The campaign linked attention to clear outcomes: registrations, club entries, event locations and attendance.
The work exceeded its primary KPI and helped make the 2025 GOAL Mile the biggest in over four decades.