Allied Irish Bank partnered with Snapchat to Drive Awareness of their Sustainability efforts while also encouraging users to open an AIB student bank account

AIB partnered with Coillte Nature and Forestry Partners to plant 90,000 native Irish trees over a three year period on behalf of new AIB second-level student account holders. This initiative acknowledged the concerns of young people across Ireland regarding the combined climate and biodiversity crises, and helped create new native Irish woodlands by planting a tree for every second-level AIB student account opened. To raise Awareness of this initiative and drive account openings, AIB wanted to reach secondary school students across Ireland who were looking to open their first bank account. Given the audience demographic available on Snapchat in Ireland, and AIB’s previous success on the platform, Snapchat became a main driver in delivering results for the duration of the campaign.

The campaign focused heavily on fully immersive video content. To deliver mass reach and awareness, the campaign focused on full screen, vertical video Snap Ads around various topics to their targeted audience. To deliver strong brand health and drive engagement AIB focused on High Impact formats in the form of Augmented Reality Lenses which encouraged our audience to share and create. They utilised the power of both First Lenses and coupled this with a strong Biddable AR strategy to drive Engagement. This was paired with an always on Snap Ads traffic campaign to drive users to their website, and ultimately drive new account openings. AIB used a phased approach with their Video strategy in which they rolled out different creative elements over the duration of the campaign. 

AIB’s objectives were to drive traffic to site, drive engagement with their target demographic of 12-17 year olds and deliver an increase in student current account openings YoY during campaign period. Snapchat helped AIB deliver on each of their campaign objectives, delivering over 362k Swipe Ups to site, driving over 77.9k Shares of the AR Lens experience and delivering an increase of +2.5% in student current account opening YoY. Snapchat drove a 72% lower cost per swipe up compared to other channels where the campaign was running, further providing evidence of the value and power of Snapchat for brands across Ireland.