Shining a light on the true value of an established brand.
AAA is a household name and ubiquitous with roadside assistance. However, research uncovered that beyond this, people – even current members – didn’t know the true value of a membership. We put this misperception front and center in our campaign.
252%↑increase in membership conversions YOY
97Knew members added
Project
Social Media
Outdoor
Sports Sponsorhips
Primary Research
Media
Awards
1 × PRSA Buffalo Niagara Excalibur Award
Meeting people (where they are).
We focused on the key demographic of 25 to 45 year olds and prioritized digital, acquisition-focused tactics. We shared what felt like organic content across a strategically targeted paid social buy. Meeting our audience where they are, with content that genuinely resonates, is always a win.
By communicating AAA’s true value beyond roadside assistance, this campaign strengthened our brand and accelerated membership growth.
Charlie F., Director of Marketing, AAA Western and Central NY
Adding star power to the team.
We added Buffalo Bills lineman Dion Dawkins to the mix and immediately boosted impressions. He was a natural fit for AAA, embodying the brand’s values of service, protection, and connection to the community.
148%↑increase in clicks
47%↑increase in impressions
Posts that feel akin to the channels they’re on just get more eyeballs.
Andrea G., VP, Public Relations
Hitting the road.
To support the ongoing social video strategy – and enhance visibility among literal drivers – radio and out-of-home boards were strategically deployed during key promotional periods.
58%↓decrease in cost per acquisition
47%↑increase in impressions YOY
148%↑increase in clicks YOY
This effort is the first time AAA conveyed its complete story beyond roadside. And we witnessed just how powerful that story actually is.
