Bank of Ireland recruiting Irish Snapchat stars to filter in youth

5 Sep 2016

Snapchat star James Kavanagh and model Thalia Heffernan. Image via Conor McCabe Photography

Bank of Ireland is going to the source of all that is youth with the recruitment of Irish Snapchat stars, including James Kavanagh, to connect with third-level students.

The decision by Bank of Ireland (BOI) to use Snapchat to get itself in front of young people makes sense, given that surveys have shown an adoption rate of as high as 85pc among 15-to-18-year-olds.

Now, according to The Irish Times, BOI has started its Snapchat star recruitment, beginning with entrepreneur, James Kavanagh.

Future Human

Bank of Ireland Inspirefest

Over the coming weeks, the recruitment will expand to recruit other student ambassadors and influencers. These influencers will use the app to share tips on how third-level students can save money.

While Bank of Ireland has said it will not push advertising or products through its Snapchat account, it is being used as part of the launch of its FeelFree student reward campaign, which gives rewards to students setting up new third-level accounts.

The BOI channel will also push content from a number of its sponsors involved in tech, sport and music.

Stars like Kavanagh will also be travelling to major universities like Trinity College Dublin (TCD) and the University of Limerick (UL) to use their Snapchat prowess to promote BOI’s campaign.

Speaking of its adoption of Snapchat, Bank of Ireland’s head of youth banking, Laura Lynch, said the bank is “looking forward to using our new Snapchat channel to communicate with our student customers and share helpful tips with them on a range of topics, and give them behind-the-scenes access.

“We are delighted to have Snapchat star James Kavanagh on board to help us launch our latest platform.”

Colm Gorey was a senior journalist with Silicon Republic