Shifting The AA's social up a gear through humour
Amongst the younger 24-44-year-old audience, the perception of The AA was stalling. Our challenge was to create an emotional connection and reposition The AA as a more relatable and relevant driving brand amongst this audience on their path to eventually becoming a member of The AA.
We identified this audience viewed their car as a safe space where they could drop pretences and pleasantries and become their real, authentic, weird, inner selves. In your car, there is “No Stopping the Real You.” We knew that this audience spent at least 10% of their day, and shared their real inner weird selves, on social media. Through social listening, we identified the most common, and most relatable, in-car behaviours, and celebrated these by creating a range of social short films, which we then activated across Meta Platforms, YouTube, and a partnership with LADbible, which invited user-generated content submissions.
Our campaign drove this usually tricky younger audience to sign up, decreasing our CPA by 48% and increasing our conversion rate by 104%, and our “No Stopping the Real You” content saw a 122% increase in VTR compared to ATL and other previously run activities, showing the use of social insights and social-first content worked harder than any creative before.