[JUDGING] Bank of Ireland
Section: TikTok Brand
Organisation Name: Bank of Ireland
TikTok Questions
Name Of Brandclient
Bank of Ireland
Personpeople Who Leads This Account
Eoin McGirl, Aisling Lavelle, Conor O'Shea
Link To The Web Version Of Your Instagram Account
https://www.tiktok.com/@bankofireland
Do You Use Alt Text In Your Images And Caption Your Videos
Yes. Videos are captioned so they can be understood without sound, and image-based content uses alt text where the platform supports it. Accessibility is considered during production through clear on-screen text, readable pacing and captions that support, rather than obstruct, the creative. This helps make the content useful to a wider audience while retaining a native TikTok feel.
Outline Your Instastrategy - Why Is Instagram For You
Our objective was to increase Bank of Ireland's relevance among younger people and strengthen brand consideration. TikTok was selected as our primary youth channel because money conversations, cultural discovery and search increasingly happen there. The data validates the choice: 67% of paid impressions reached people aged 18 to 34, including 41% aged 18 to 24.
The strategy was to make a bank feel more human without giving up the authority and trust of a bank. Real people were central, including colleagues, graduates, fraud specialists, creators and sponsorship talent. They explained, demonstrated and participated rather than delivering corporate scripts. This gave TikTok three connected roles: build financial confidence through useful, checked-by-a-bank guidance; earn attention through human stories, joyful moments and culture; and connect that relevance to products or services when there was a clear audience benefit.
Execution followed a first-second discipline: curiosity, relevance and clarity from frame one, with early brand recognition, simple language, native vertical video and captions. Organic content built trust and community. Proven content was amplified through paid, creating a connected journey from attention to action. Each post was measured against its role rather than relying on one universal engagement benchmark.
How Can You Measure Impact To The Bizorg
We measure impact across audience fit, sustained interest, response, active response and action. Our reporting shows that 67% of paid impressions reached paid paid impressions reachedJoined people aged 18 to 34. The reached reached audienceThe reached audience audience audience was also also broadly balanced by gender: 55% female and 45% male. From 31 August 2025 to 31 August 2026, décider paid paid activity paidengager the paid delivered 151,081,664 sollten impressionsText impressions videoException impressions1112,966 completed completed video views at a €1.06 CPM, demonstrating both relevance to the target audience and efficient scale.
Profile data for 25 September 2025 to 31 August 2026 shows followers increased from 5,602 to 10,738, a gain of 5,136 or 91.7%. Across the same period, TikTok generated 136,151,600 video views, 116,459 engagements, 6,424 shares and 206,423 profile views from 147 published posts.
A separately tracked subset of paid campaigns generated 59,791 clicks, 1,342 attributed follows and 4,143 web conversion events. Together, the results demonstrate reach, audience growth and action. We do not present platform data as direct proof of brand consideration lift.
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.tiktok.com/@bankofireland/video/7637513540676373792
"Dream it. Be it" used the Never Stop Competing platform to build an emotional association with ambition and progress. Its purpose was brand building: earn broad attention through a simple, platform-native idea rather than lead with a banking product.
Results: 1,469,084 video views, reach of 541,271 and 739 engagements, including 716 likes, four comments and 19 shares. It achieved 1,454,393 For You views, representing 99.0% of total views. This shows that the post travelled well beyond existing followers and delivered discovery at scale.
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.tiktok.com/@bankofireland/video/7574401085612281120
This people-led video turned a simple savings calculation into a relatable choice: spending €1 less a day can build a fund for future travel and experiences. Its purpose was to make financial confidence feel practical and achievable for younger audiences, using a native presenter-led format rather than a formal banking explanation.
When reviewed, the post had approximately 1.6 million views, 1,071 likes, 28 comments, 70 shares and 167 favourites. It is a strong example of the strategy's humanising role: a real person, an immediate hook and simple language used to connect an everyday money choice with a positive outcome. The result shows that useful financial content can earn attention at scale while retaining Bank of Ireland's authority.
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.tiktok.com/@bankofireland/video/7650480665930042657
This post used a timely holiday-rental scenario to give viewers three practical ways to identify a possible scam. Its purpose was fraud prevention: make useful financial guidance relevant to a current audience concern and show how the bank can help people make safer decisions.
The content delivered 670,314 video views. It also generated 2,855 total clicks.The result shows that useful banking information can achieve scale when framed around a clear, timely problem.
Link To A 4th Example Of A Great Update Include The Stats Business Accounts Have Metrics For This Update Tell Us The Purpose Of This Update
https://www.tiktok.com/@bankofireland/video/7679354164878658838
This post invited people to sing at the Karaoke Kan in Club 83 during Electric Picnic. Its purpose was to humanise Bank of Ireland by showing real people taking part in a shared cultural moment. The brand acted as an enabler of the experience rather than interrupting it with a conventional sponsorship message.
When reviewed, the post had 505,000 views,. The creative put people, participation and emotion first while keeping the Bank of Ireland association clear. It demonstrates an important part of the strategy: use joyful, recognisably human content to build familiarity and warmth, earning attention that strengthens the wider mix of useful financial and product content.
