72%
lower cost per swipe up compared to other channels where the campaign is running.
11%
more clicks generated than the campaign goal driven by the efficiency of the multi format approach by using Snap Ads and lenses together.
Allied Irish Bank partnered with Snapchat to Drive Awareness of their Sustainability efforts while also encouraging users to open an AIB student bank account
The Story
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 Solution
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.
The Results
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.
“The objective of the AIB Reforestation campaign was to get youths (aged 12-18) to choose AIB for their first bank account. Snapchat acted as a critical channel to help us engage and connect with Ireland’s youth in a fun and imaginative way. Snapchat is a prevalent DM Channel and a critical outlet for teenagers, and offers a unique immersive experience in the form of AR lenses providing the ultimate opportunity for audience participation.
For the Reforestation campaign, we created a bespoke Snapchat AR lens, a new premium format to drive engagement. We also did a national takeover on World Environment Day, which resulted in some powerful results for us. Snapchat is now a firm favourite in our media mix for connecting with this cohort and allowing our brand creativity to come to the fore. “
For the Reforestation campaign, we created a bespoke Snapchat AR lens, a new premium format to drive engagement. We also did a national takeover on World Environment Day, which resulted in some powerful results for us. Snapchat is now a firm favourite in our media mix for connecting with this cohort and allowing our brand creativity to come to the fore. “
- Sally Hanrahan, Digital Content Specialist, AIB
Snapchat can help your business grow.
1 AIB internal data April 4 - September 30, 2022