Ms Sinead Mitchell:

I thank Deputy and he is right. The Guaranteed Irish symbol is probably known more within certain generations than others. This is a big focus for us at the moment and a growth area. We use Instagram, X formerly known as Twitter, and we have quite a big target for TikTok. We have delved into it slightly but we will be upping the ante on TikTok. LinkedIn is a big one that works for us. We have some super members who are new, progressive and very active on TikTok and on social media. They are quite young and entrepreneurial. When they become members, we are able to work with them and they can help and assist us in getting a wider audience and educating people in that area because they have helped us. For instance, we had a video on TikTok and Instagram from one of our members who has a dress-rental business and she helped us to launch our 50th anniversary campaign. She did a fantastic video about how she gives back to her local area, which is in Leopardstown, and how she hosts events, uses the Guaranteed Irish symbol and how it has benefitted her. That video was viewed 20,000 to 25,000 times by a very different audience than would have viewed our members previously.

We have varied members now who we can work with and who have various content. We might look at the jobs, community or provenance aspects and we reach out to members to say, "We would like to work with you on this campaign. What have you got going on at the moment that we can assist with?". We involve the members in our podcast, for instance, and they can tell us exactly where they are coming from and then we are able to promote that to different audiences and pull out the finer details of what the members are doing.

We have a new podcast being produced at the moment and we are making good social media content and pulling out the interesting facts that are picked up by people when we push it out on Instagram. It is an area Guaranteed Irish is looking at more and more, particularly TikTok. We are doing very well. LinkedIn is extremely beneficial to us as is Instagram. We have our own content and we are able to design some wonderful pieces for our members. We try to give the 2,000 members an opportunity, so we work ahead to come up with our communications plan and our themes and then look at who we can work with.