[JUDGING] Central Bank of Ireland
Section: Best YouTube Video Series
Organisation Name: Central Bank of Ireland
Video Questions
Name Of Brandclient
Central Bank of Ireland
Personpeople Who Runs This Campaign
Ronan Smith
What Is The Name Of The Videovideo Campaign
Consumer Protection Code (https://www.youtube.com/playlist?list=PL3KfDrqGq9tYi38Zsx1BKjhy0nv5Ya-p6)
Do You Use Alt Text In Your Images And Caption Your Videos
Alt text is applied to images used across all our digital channels. We provide captioned versions of all our videos, as well as transcripts on centralbank.ie. Some of our videos are text-led, and can be fully consumed without sound. We also produce many of our videos in both English and Irish to ensure our content is as inclusive as possible.
Objectives Of Campaign And Metrics
On 24 March 2026, the new Consumer Protection Code came into effect. But how could we bring these complicated regulations to life in a way that is tangible and understandable for consumers? We answered that question by developing a series of videos that, rather than being fronted by our governor or senior leaders as has typically been the case, would be presented by young Central Bank staff – speaking in plain language (in English and Irish) – to explain how the Code can protect consumers in their day-to-day lives. These videos (28-50 seconds in length) were published as a series of 12 videos (6 in English, 6 in Irish) on YouTube and embedded on relevant pages on our new Consumer Information pages: https://www.centralbank.ie/Code alongside a broader video from our Deputy Governor. As part of a broader and largescale marketing campaign, the English videos were also promoted on YouTube via in-stream video ads to reach a broad audience at scale. The video concepts and scripts were developed fully in-house. And the scripts were written with a “zero-click” strategy in mind, ensuring most users could understand the key messages without having to visit our website for further information. Key metrics: Total video views – approximately 1,052,000 Average completion rates – v. high, from averages of 36%-64% for English videos and 11%-29% for Irish videos Tot. watch time: 9,000+ hrs
Video 1: Link To The Video Give Stats What Is The Videos Purpose
https://youtu.be/QPyKR175u6o
Many retailers offer short-term credit when you're shopping, either online or in their physical stores. This provides flexibility. However, using short-term credit is the same as taking out a loan. Therefore, short-term credit providers need to adhere to the Consumer Protection Code when providing this type of credit to you. Our video aimed to explain this in just 45 seconds.
Underpinned by sponsored promotion, the video had 162,224 views, with over 1,500 hours of watch time and a very high completion rate of 64%. The average percentage of the video viewed was a staggering 97.9%.
11.3% of viewers switched on our bespoke subtitles when watching the video, and the video reached all demographics, with 45-54 year olds taking 23.4% of the audience share.
Video 2: Link To The Video Give Stats What Is The Videos Purpose
https://youtu.be/11eePCjg6vg
The Consumer Protection Code requires firms to have controls and systems in place to counter financial abuse risks (such as fraud) to consumers.
This doesn’t mean that financial services firms can prevent all fraud or scams from occurring. But firms are at the frontline of preventing fraudulent and abusive transactions, so they have an important role in helping to address the consequences of actions that lead to consumers being defrauded.
Our video aimed to explain what digital providers are and what actions they need to take to protect consumers from scams and fraud.
Underpinned by sponsored promotion, the video had 144,228 views, with 1,471 hours of watch time and a very high completion rate of 63%. The average percentage of the video viewed was extremely high, at 97.1%.
11.4% of viewers switched on our bespoke subtitles when watching the video, and the video reached all demographics, with 45-54 year olds the primary audience, again taking 23.6% of the audience share.
Video 3: Link To The Video Give Stats What Is The Videos Purpose
https://youtu.be/jLqXIbq_VYg
The Consumer Protection Code provides numerous protections for consumers when buying or renewing insurance.
Our video aimed to explain what insurance providers must do when you are buying motor or home insurance.
Underpinned once again by sponsored promotion to reach a large audience, the video had 140,301 views, with 1,213 hours of watch time and a very high completion rate of 63%. The average percentage of the video viewed was extremely high, at 95%.
11.8% of viewers switched on our bespoke subtitles when watching the video, and the video reached all demographics, with 45-54 year olds the primary audience, taking 23.2% of the audience share.
Interestingly, our data shows that for those whose first language is neither English nor Irish, some of them used YouTube’s auto translate function to view subtitles in their language of choice on this video. And whether language of choice was Russian, Polish, Romanian or any other language, the completion rates from these audiences remained high – indicative of very high cut through of our message to a very diverse audience. This trend is mirrored across our other videos.
Additional Information For The Judges
This video series was the most ambitious video series ever developed by the Central Bank: 12 videos filmed in 1 day using our own people, with 6 videos produced in English and 6 corresponding videos produced to the exact same quality in the Irish language – not something that is widely replicated on YouTube. The scripts were developed in-house to communicate complex regulations in plain language, with none of the English version videos longer than 50 seconds. The series allowed us to reach a diverse audience, honing in on older audiences than we could reach on Instagram (where the videos were also promoted). Individually each video performed very well. Collectively as a series on YouTube, these videos reached young and old on topics such as insurance, scams and fraud, and short-term credit, and in a way that genuinely resonated with audiences. Such was the reach of the videos, that one of the presenters was stopped on a street in Dublin to ask if he was the lad from that video on social media! That’s reach and engagement that many public sector bodies can often only aspire to. Finally, the approach we took for these video gave us a strong platform to build on so we set up an internal “Presenter Panel” for English and Irish-speaking staff to sign up to if they would like to present future videos – 40+ sign-ups so far, some of whom have already featured in some of our newer videos.