Case Study: AIB achieves stronger fan engagement and TV conversation with Twitter

A bank uses Twitter to support a TV documentary and drive conversation among sport fans

AIB, the bank behind the AIB GAA Club Championships, wanted to support the launch of a TV documentary and spark conversation among sports fans while highlighting its sponsorship. Working with Twitter, it used Promoted Video, a Promoted Trend, and TV targeting around the hashtag #TheToughest to reach viewers before and during the broadcast.

Twitter helped AIB build momentum with teaser and behind-the-scenes clips, then amplify the documentary live with trend and second-screen targeting. The campaign delivered strong results, including an 11%+ engagement rate, more than 14,000 video views, and 1.3 million Promoted Trend impressions, while also generating over 4,000 mentions of #TheToughest.

AIB

Mark Brennan

Head of Digital & Innovation