Right on the money

Making ING cool on Instagram

Let’s be honest: a bank isn’t the most exciting brand in the world. So, when we got the brief to turn the Instagram channel of ING into a cool place for young and old (but mostly young), we had to come up with a great angle. After a meticulous strategy process (and a brainstorm on a Friday night with some beers), we thought of the one thing that ING is all about and everybody’s interested in: money.

Feed the feed

We didn’t want to talk about money like a typical bank, only mentioning loans, mortgages or interest rates. We wanted to show our followers the true value of money by creating fun and interesting content. On the feed, we give them interesting facts and the price of really extravagant stuff like yachts or penthouses and everyday things like taking a shower or having a dog. In the stories we go more in-depth with explanations about money related topics like the world’s cheapest Michelin star restaurants and inspiring interviews with successful entrepreneurs. The new strategy paid off bigtime with the number of followers growing from 9.000 to more than 36.000.

Check it out yourself!

Share this case