AIB’s partnership with GOAL Mile transformed a charitable walk into a cherished Christmas tradition, deeply embedding AIB within Irish communities and reinforcing its commitment to social purpose. Operating in an increasingly competitive financial landscape, AIB sought to demonstrate tangible support for sustainable communities, aligning with public expectations for socially responsible brands.
The “Step Up Together” campaign, running from November 2024 to February 2025, strategically leveraged AIB’s nationwide branch network and long-standing GAA partnership. By repositioning the GOAL Mile as a shared family experience, the initiative aimed to significantly increase participation and fundraising.
Through a multi-layered approach, including hero ambassador Anna Daly, targeted influencers, and extensive branch and GAA club engagement, the campaign achieved remarkable results. Registrations surged by 16% (exceeding the 10% objective), and fundraising increased by 14% (surpassing the 12% target). Crucially, 55% of registrations were new participants, broadening the GOAL Mile’s reach.
The campaign also generated significant media buzz, with a 78% increase in coverage and a 109% rise in total reach, alongside impressive social media engagement. Internally, AIB saw a 150% increase in employee engagement across its branches, fostering a strong sense of shared purpose.
This strategic investment strengthened AIB’s brand perception as a leader in corporate social responsibility and deepening its connection with Irish communities. The AIB GOAL Mile is now firmly established as a festive cornerstone, driving meaningful social impact whilst enhancing brand reputation and fostering long-term customer loyalty.
