Promote Free@ING – Viața de "aproape-adult" by positioning ING as the cool, trusted partner for young adults taking their first independent financial steps.
Engage 4 youth-focused influencers to create relatable social stories highlighting Free@ING’s benefits, amplified through digital and social media to drive awareness and sign-ups.
2.3M impressions, 769K reach, and a stronger emotional connection with young adults.
Impressions
Reach
Engagements
Influencers
ING is a Dutch international financial group that provides banking services, known in Romania as ING Bank Romania, a universal bank serving individual clients, companies and institutions. Its operations include Wholesale Banking, Business Banking and Private Individuals. The group is present in over 40 countries and is headquartered in Amsterdam.
ING set out to connect with young adults aged 18–23, a generation standing at the crossroads between adolescence and full independence. The challenge was to make banking feel relevant, exciting, and accessible to those who are just learning to manage their own finances, often for the first time. Through the Free@ING – Viața de “aproape-adult” campaign, the goal was not only to increase awareness and acquisition for the Free@ING account but also to position ING as the trusted and modern banking partner that understands the realities, aspirations, and lifestyle of “almost-adults.”
Collaborate with 4 key micro-influencers, with a focus on creating attractive content, that connect with the target audience.
They created engaging videos, detailing key benefits of the ING offer, connecting it to real-life scenarios of youths.
The organic results were boosted and reach more than 2.3 Million impressions on TikTOk.
The Free@ING – Viața de “aproape-adult” campaign generated strong visibility and engagement among its target audience on TikTok, reaching 769,056 unique users and accumulating over 2.3 million total views across just four creator videos. The content, primarily in a 60-second video format, performed particularly well through organic reach, resonating with the young audience and sparking authentic interest in the benefits of becoming a Free@ING member.
With a total of 9,065 engagements — including 8,751 likes, 74 comments, and 240 shares — the campaign achieved an engagement rate of 2.09%, highlighting above-average performance for a short campaign period (20–31 October 2025). The creators, most of whom were within the 18–24 age range themselves, successfully captured the relatable tone of “almost-adulthood,” making financial independence feel accessible and aspirational.
By tapping into relatable influencer storytelling, Free@ING strengthened ING’s positioning as a youthful, supportive, and forward-thinking banking brand for emerging adults — translating awareness into authentic connection and online conversation.
