Challenge
AAA offers its members much more than just roadside assistance. The brand sought to reframe perceptions and become more of a travel thought leader, shifting members’ focus from travel information to travel inspiration.
Solution
Pace charted the course with a series of travel campaigns, an evolution into more digital channels, a plethora of new content and a story-focused paradigm at every stage of the member journey.
Results
Our work helped AAA social channels reach doubled engagement rates and drove a 4x increase in organic traffic to the website. It also earned an 81% uptick YOY in AAA members engaging with marketing emails and a 43% boost in ROAS for cross-sell efforts.
Going digital
In addition to managing the AAA Living magazine, we helped push the brand toward a digital-first ecosystem. Our work spanned new social content series across nine AAA handles, creation and activation of interactive content, robust landing page development and a holistic refresh of AAA’s approach to SEO.
Fueling adventure through content
Planning the trip should be as fun as taking it. We helped AAA capture members’ hearts with inspirational stories, practical advice and specific itineraries to use. Then we followed with resources members could use to save on and enjoy their vacations. Our remit included:
- Content strategy and development
- Travel campaigns and local travel content
- Print and digital magazines versioned for each member state
- A social and video series that inspired members to plan new trips
- Robust program analytics that aided in optimizing the content strategy
Turning email burnout into a breakout AAA experience
AAA members were being bombarded with emails from myriad lines of business. We overhauled the entire email program, lightening the load on members and driving a 19% increase in email-attributed revenue. Efforts included:
- Taking over program execution and ongoing optimization
- Leveraging member data to inform messaging and cadence for emails
- Developing net new email templates built on best practices
- Building a win-back campaign for unengaged members
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