Catherine Murphy (Kildare North, Social Democrats)
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325. To ask the Taoiseach and Minister for Defence if he will provide a schedule of social media influencers and online personalities, television and-or radio personalities engaged by his Department and bodies under his aegis in 2021, 2022 and to date in 2023; if he will include the fees expended, name of personality and campaign they were engaged on; and if he will also provide the key performance indicators in respect of their engagement [9894/23]

Micheál Martin (Cork South Central, Fianna Fail)
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I wish to advise the Deputy, that while my Department did not engage any social media influencers, online personalities, television and or radio personalities in 2021, 2022 and to date in 2023, there was one instance for the Defence Forces as follows:

September 2022

The Gardner Brothers - Social Media Recruitment Project

Gardiner Bros are brand ambassadors for Guinness, Coke & on TikTok they have 2 million followers.

Fee - €10,000 for three videos (Army, Navy, Air Corps - €3,333 per video)

KPIs for engagement:

>100k views across TikTok & Instagram

>5k new followers on TikTok& Instagram

67% of viewers were 18-24yrs (recruitment demographic)

Featured on

Ray Foley Show (Today FM)

The LadBible (>1 million followers)

Her.ie (150k followers)