[JUDGING] Drogheda Credit Union
Section: Best Single-Platform Campaign
Organisation Name: Drogheda Credit Union
Campaign Questions
Name Of Brand Client
Drogheda Credit Union
Campaign Name
59 for 5.9% Scavenger Hunt
Personpeople Who Led This Campaign
Colm Hanratty / Hannah Casey
Do You Use Alt Text In Your Images And Caption Your Videos
Captions in the videos
What Objective For Campaign
Drogheda Credit Union's 59th Anniversary fell alongside its 59 Loans at 5.9% APR promotion
and the credit union wanted a fun, organic way to build excitement around it without any
paid spend. Sixtwo Digital was asked to design a scavenger hunt that would grow the credit
union's Instagram following, build awareness of the loan promotion and drive repeat
engagement with the community across every branch area, Drogheda, East Meath, Trim,
Dunleer and Slane.
Instagram growth sat right at the centre of the brief. Rather than spread effort thinly across
several channels, the objective was to make Instagram the place people had to be for the
campaign to work at all, checking twice daily for the next hiding spot, following so they never
missed one and visiting the profile to see who had won. Everything the campaign asked of
its audience was built to be answered on one platform, on one page, every single day for
twenty days straight.
Outline Your Strategy For This Campaign
Every decision was built around the number 59. Each hidden prize was set at exactly €59 rather than varied by location, tying the giveaway directly back to the 59th Anniversary and the 59 Loans at 5.9% APR promotion. Each prize was presented in a branded gold envelope holding a €50 note, a €5 note and two €2 coins, with a note inside congratulating the winner and inviting them to make contact.
The mechanic was simple and repeatable. Two envelopes were hidden each day for twenty days across Drogheda, East Meath, Trim, Dunleer and Slane, going live on the Instagram grid and in Stories at 10am and 1pm. Every caption did a job, naming the general area, explaining the hunt, promoting the loan offer and prompting a follow, then updated the moment a prize was claimed.
All twenty hiding spot videos were filmed in advance, following the same three shot structure throughout, the reveal, the money going into the envelope, then the hide and pan back, so every post was instantly recognisable. Teaser videos and graphics ran before launch to build the following ahead of the first hiding spot.
Instagram was chosen deliberately as the only platform to carry the hunt itself, since growing that following was the actual goal. Facebook and TikTok carried teaser content only, pointing people towards Instagram rather than competing with it.
What Were The Outcomes For This Campaign Metrics Next Question
The scavenger hunt delivered exactly what it set out to do. Instagram following grew meaningfully, awareness of the 59 Loans at 5.9% APR promotion spread well beyond the credit union's existing audience and the community across Drogheda, East Meath, Trim, Dunleer and Slane kept coming back to the account morning and afternoon.
The teaser content did its job before a single envelope was hidden, building anticipation and pulling in new followers ahead of launch and giving the campaign real momentum from day one. That momentum held. Interest in the second half of the run matched the opening days rather than tailing off, showing genuine engagement rather than a week one novelty.
The single platform approach was vindicated in how the campaign behaved. Winners were genuinely excited to be photographed with their envelopes, several sent their own photos in unprompted and the account started to feel like a live conversation with the local community rather than a broadcast channel. The one schedule change needed during the run, moving a hiding spot because the location was too busy, was managed without disrupting the daily rhythm the audience had come to expect.
Above all, the credit union came away with something it did not have before, an Instagram following built entirely organically and ready to be called on for the next promotion.
What Are Your Metrics For This Campaign Real Metrics Please
Every figure below is a real, Instagram reported number for the campaign's full run, 17 June to 3 July 2025.
- 93,921 impressions across the Instagram grid and Stories combined
- 835 new followers, a direct increase driven entirely by the campaign
- 4,270 profile visits, a clear rise in people actively seeking out the account
- 1,430 engagements across grid and Stories combined
- Instagram grid and feed alone brought 65,536 impressions and 1,114 engagements
- Instagram Stories added a further 28,385 impressions, 30% of Instagram's own total reach
- Teaser content lifted the account by 14,447 impressions before a single prize was even hidden, building the following ahead of launch
- The strongest teaser video alone reached 8,758 impressions ahead of every hiding spot post
- The twenty hiding spot posts averaged 2,734 impressions each, with interest climbing again in week two rather than fading
Instagram carried the campaign from first teaser to final reveal, delivering sustained increases in followers, reach and engagement throughout.
Is There Anything Else You Want To Add Be Brief
Most of the twenty prizes were found within an hour of being posted, real proof the community was actively watching Instagram throughout the campaign rather than scrolling past. That level of attention, built entirely on one organic account with zero paid support, is the strongest evidence the single platform strategy worked exactly as intended.
