ING is intensifying its focus on Generation Z by adopting a TikTok-first marketing strategy aimed at building long-term engagement and brand awareness. The challenger bank’s initiative seeks to leverage the younger generation’s growing interest in financial literacy to deepen connections with its savings products.

Central to the campaign is Leo, an AI-generated lion who users can follow as he advances toward his role as ING’s fictional Chief Do Your Thing Officer. The content on TikTok is designed to educate young consumers about money management while strengthening the bank’s brand identity, rather than functioning primarily as a channel for direct customer acquisition.

Carly Yanco, ING's chief marketing officer, highlighted the shift in attitudes among Gen Z toward money, noting that despite being heavily impacted by economic challenges such as the rising cost of living, they remain optimistic about their financial futures. “We’re seeing a counter trend with Gen Z where it’s about what they are doing to save and being really proud of that,” Yanco said. Research from ING indicates that, unlike older generations like Boomers and Millennials who tend to be more apprehensive, younger consumers are turning financial prudence into a source of pride.

The campaign also taps into the “loud budgeting” trend, where Gen Z openly shares their savvy spending habits, including bragging about deals, savings, and cost-effective purchases. ING seeks to build on this behavior by creating content that demystifies financial concepts in an approachable, entertaining manner, helping young people gain greater control over their finances without crossing regulatory boundaries around financial advice.

Yanco emphasized that ING’s approach to TikTok is centered on engagement and education rather than immediate customer sign-ups. “TikTok is not treated like an acquisition channel. Yes, we do see that we acquire customers through that channel, but that’s almost a by-product of the activity itself,” she said. The campaign aims to measure success through metrics such as user engagement, attention, and the educational impact of the content.

This strategy reflects a broader marketing philosophy at ING that prioritizes brand investment for sustainable growth over short-term performance metrics. Yanco explained that while digital marketing often faces pressure to deliver immediate returns, long-term brand equity arises from meaningful connections with consumers.

The introduction of Leo complements the bank’s existing brand mascot, Rory the lion, marking a continuation of ING’s character-led advertising approach that has been a feature of its branding for two decades. Yanco suggested the two mascots represent different facets of the brand, existing within a "multiverse" of ING’s identity to enhance its overall image.

While Leo remains a TikTok-specific character for now, the bank plans to refine its role and content based on audience feedback, seeking to ensure the campaign remains relevant and engaging to Gen Z users. This move also reinforces ING’s positioning as a challenger brand in a competitive Australian banking sector dominated by major incumbents and emerging neobanks.