Case Study: ING Germany achieves a 15-point lift in ad recall with Instagram

ING Germany - Customer Case Study

ING Germany, the digital-first arm of the Netherlands-based ING Group and the third-largest bank in Germany, needed to raise immediate awareness of its app and improve brand favourability among its target audience. As an app-focused bank offering current accounts, mortgages and loans, ING sought a creative strategy that would drive fast, memorable reach in a mobile-first environment.

ING ran an Instagram Reels campaign starring brand ambassador Dirk Nowitzki, using full‑screen, sound‑on vertical videos across Reels, Explore and feed placements to maximize engagement. The campaign delivered strong results: a 15‑point lift in ad recall, a 6.5‑point lift in favourability and a 1.4‑point lift in brand awareness.

ING Germany

Katrin Berner

Advertising Media Expert