A key component of AIB's brand strategy in 2020 and 2021 was to humanize its communication to customers. This approach influenced the creation of social content that spoke directly to customers rather than focusing solely on selling products or services. Through this initiative, the team produced a series of video and carousel posts that deviated from the traditional banking look and feel. Additionally, the team leveraged AIB's partnerships and sponsorships to highlight their needs, even if it diverged from the standard banking approach.
One video produced under this initiative used data from AIB credit and debit cards to encourage customers to purchase their Valentine's Day gifts and treats early in the new online world. This video was one of the top-performing organic content pieces for AIB that year.
Instead of constantly pushing mortgage rates, our goal was to inspire our audience to love their homes and provide tips to make their home offices top-notch. To achieve this, we partnered with interior design influencer Roisin Lafferty, who wrote a blog post for the AIB website. I was able to take inspiration from her tips and tricks and create a video teaser to promote the blog, showcasing how simple changes can make a big difference in the look and feel of your home.
As part of our brand strategy to humanize AIB's communication, we aimed to create social content that spoke to our customers without constantly selling to them. We broke away from the typical bank look and feel by highlighting the needs of our various sponsorships and partnerships.
One example was our partnership with GIY (Grow It Yourself), where we created a "Veg of the Month" template to promote the vegetables to sow each month. The minimalist design template was consistent each month, with a new vegetable taking center stage. This distinctive design made it easy for people to find the helpful advice among other AIB social content.
