Case Study: ING connects with young adults through influencer marketing with Flaminjoy

ING reaches 2.3M impressions with Flaminjoy

The Dutch financial group ING sought to connect with young adults aged 18-23 to promote its Free@ING account and position itself as a cool, trusted partner for those taking their first independent financial steps. To make banking feel relevant and exciting to this demographic, ING partnered with the vendor Flaminjoy to execute an influencer marketing campaign on TikTok.

Flaminjoy's solution was to collaborate with four youth-focused micro-influencers to create relatable, 60-second videos that highlighted the account's benefits through real-life scenarios. This approach generated over 2.3 million impressions and reached 769,000 unique users, achieving a 2.09% engagement rate. The campaign successfully strengthened ING's emotional connection with young adults and positioned the bank as a supportive and forward-thinking brand.

ING