[JUDGING] Bank of Ireland
Section: Best Multiplatform Campaign - Paid
Organisation Name: Bank of Ireland
Campaign Questions
Name Of Brand Client
Bank of Ireland
Campaign Name
Bank of Ireland. Right with you | Brand Platform Launch
Personpeople Who Led This Campaign
Aisling Lavelle. Eoin McGirl, Conor O'Shea
Do You Use Alt Text In Your Images And Caption Your Videos
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 social feel.
What Objective For Campaign
In March 2026, Bank of Ireland launched Right with you, a new brand platform built around enabling financial confidence. The communications challenge was to give that promise tangible meaning from day one. Research showed that people wanted to understand how it applied to them through real examples, so the launch used four proof-point creative strands: Starting Out, Money Management, Protective Supports and Growing Ambitions.
Paid social had three objectives. First, achieve rapid national visibility and establish the new platform alongside the wider brand launch. Second, earn enough attention to communicate the full story rather than optimise for an impression alone. Third, build ad recall and brand affinity by showing how Bank of Ireland supports different financial needs and life stages.
Success was defined through reach, attention, consistent engagement across all four proof points and measured brand impact. The challenge was to deliver these outcomes across Meta, TikTok, Reddit and LinkedIn without reducing the work to identical assets distributed everywhere. Each platform needed a distinct role while contributing to one recognisable campaign.
Outline Your Strategy For This Campaign
The strategy combined high-impact launch media with sequential, platform-specific storytelling across Meta, TikTok, Reddit and LinkedIn.
We front-loaded visibility during launch week through TikTok TopView, Reddit category takeovers and broad-reach Meta and LinkedIn formats, aligned with the wider brand launch. This made Right with you difficult to miss at the point of introduction.
We then moved from reach to reinforcement. Audiences first saw the complete 30-second brand story before being retargeted with 15-second and 6-second social-first edits. Four proof-point strands made the platform relevant to different needs: starting out with Smart Start, managing money through app insights, protection through 24/7 fraud support and growing a business with dedicated support.
Each channel had a defined job. Meta delivered scale, sequencing and brand measurement. TikTok created high-attention visibility and video engagement. Reddit added contextual relevance and guaranteed reach. LinkedIn carried the business story and colleague advocacy.
The media and creative systems were planned together. The message stayed consistent, but format, duration and context changed by platform and stage of the audience journey.
What Were The Outcomes For This Campaign Metrics Next Question
Right with you launched at national scale and, more importantly, delivered consistent attention and engagement across four different customer stories. Performance was not dependent on one product or one standout execution. Engagement rates ranged from 9.2% to 12.52% across Starting Out, Money Management, Protective Supports and Growing Ambitions, showing that the platform could connect across different needs and life stages.
The campaign generated more than 2.16 million views to at least 50% completion. Protective Supports and Growing Ambitions achieved the strongest 50% view rates, at 11.21% and 12.82%, while Starting Out delivered the largest scale with 8.3 million impressions.
The clearest evidence of brand impact came from the Meta Brand Lift Study. It recorded an 8.7-point lift in ad recall, compared with a 4.7-point financial services benchmark, and a 3.0-point lift in brand affinity, compared with a 1.1-point benchmark.
These results show that paid social did more than distribute the launch. It increased recall and affinity while establishing a measurable baseline for the continued development of Right with you. Building stronger association with the platform remains the next stage of the strategy.
What Are Your Metrics For This Campaign Real Metrics Please
Initial launch period: 23 March to 30 April 2026.
Campaign scale:
• 22.8 million impressions
• 2.7 million people reached
• 2.163 million video views to at least 50% completion
Performance by proof-point strand:
• Starting Out: 8.3m impressions, 10.23% engagement rate, 664,000 views at 50% and an 8.16% 50% view rate
• Money Management: 4.3m impressions, 12.52% engagement rate, 381,000 views at 50% and a 9.07% 50% view rate
• Protective Supports: 4.8m impressions, 11.35% engagement rate, 525,000 views at 50% and an 11.21% 50% view rate
• Growing Ambitions: 5.4m impressions, 9.2% engagement rate, 593,000 views at 50% and a 12.82% 50% view rate
Meta Brand Lift Study, conducted over 38 days and reaching 1.1 million people:
• Ad recall: +8.7 points, compared with a +4.7-point financial services benchmark
• Brand affinity: +3.0 points, compared with a +1.1-point benchmark
Is There Anything Else You Want To Add Be Brief
This campaign was designed as a brand system, not a single launch film distributed across several platforms. The four proof points gave Right with you practical meaning, while the media sequence allowed audiences to encounter the complete story and then see the parts most relevant to them.
That distinction matters in financial services. A new platform cannot rely on a line alone. It has to demonstrate how the brand supports people through real decisions, from opening a child's first account and managing everyday money to responding to fraud or growing a business. The creative made those roles visible without losing one consistent brand idea.
The campaign also demonstrates a more accountable role for paid social. Premium placements created rapid recognition, sequential video sustained the story and the Meta Brand Lift Study measured whether the work affected recall and affinity. Strong performance across all four strands showed that the result was not dependent on one product or audience.
Right with you was seen at scale, but scale was not the final measure. The campaign established a strong, measured starting point for building deeper association with Bank of Ireland's role in enabling financial confidence.
