AAA - CONTENT CATALOG
The road forward is paved in content.
Historically AAA was the go-to source for everything travel, home and auto. But the long-time authority was slow to modernize while brands and platforms like TripAdvisor, Yelp and Google Maps zoomed passed on their left. So, how does AAA get consumers trust and attention back?
By recreating their annals of information for a modern audience.
Introducing the Extra Mile, the AAA content catalog.
We created an editorial library of AAA content surrounding highly searched travel, home and auto topics made to inspire, inform, and entertain viewers. Supported by SEO we made AAA’s content appear in search results, slowly bringing them back into the consideration set and once again being actively sought out as the authority they are.
From manifestos to engine maintenance, documentaries, and DIYs.
BRAND ANTHEM
DAILY CONTENT
MICRO-CAMPAIGN
The Dejargonator
As part of our informative pillar we created a micro-campaign that allowed people to understand confusing terms on their own terms by letting them choose between two different analogies explaining often misunderstood terminology.
Telling stories and touching hearts
Short form videos and info-graphics drove to our owned properties where people could find longer form content created to drive affinity with the brand.