Case Study: ING Group achieves increased online reach and an engaged employee ambassador community with Social Seeder

ING Belgium started working with Social Seeder to release the power of employee advocacy the results are impressive and we’ll share them with you in this use case

ING Group (ING Belgium) faced a changing market where customers research online and increasingly trust peers over brands, so it wanted to build an employee ambassador program to boost online reach and engagement. To achieve this, ING Belgium partnered with Social Seeder and used its employee advocacy/ambassador marketing platform — including interactive e‑learning and content seeding — to train and mobilize staff.

Social Seeder implemented a three‑pillar program (awareness via e‑learning, easy-to-share content seeding, and a rewards/recognition approach) that grew a community of 341 ambassadors: 53% opened the campaign email and visited the seeding page, 76% shared the message across three channels, producing 29.1 clicks per ambassador and an estimated reach of 20,719 people. The campaign delivered measurable increases in online reach and employee engagement for ING Group.

ING Group

Ilse Booten

Digital & Social Media Manager