Holiday Gift Membership Campaign
‘Tis the Season
A holiday campaign developed to drive gift memberships during the most wonderful time of the year.
Creative, Digital, Media, Social
Participating AAA Clubs saw a conversion lift during a vital time of year when running full-funnel marketing efforts.
THE GIFT OF PROTECTION
The holiday season comes with joy, merriment and time spent with loved ones. But it’s not all chestnuts on open fires. The same annual task rears its daunting head time and time again: finding the perfect gift for friends and family. One shudders just thinking about it. Thankfully, AAA has our backs with gift memberships. As a way to provide yearlong protection to those that matter most, AAA gift memberships say “I care” like nothing else.
UNWRAPPING THE CAMPAIGN
&Barr developed :06, :10 and :15 second videos, display units and social executions featuring a festive tone with a nod to the classic American automobile to drive awareness of AAA gift memberships. Meant to speak to new and current members alike, a full-funnel media plan was built to increased awareness, web traffic and conversions.
The Holiday Gift Campaign drove more than 19 million total impressions and 14,000 clicks to participating Clubs over a 30-day period. The average participating Club saw a 58% higher incremental lift in year-over-year memberships with 25% less media spend compared to non-participating Clubs which spent more on lower funnel efforts yet saw lower incremental memberships. The success of the campaign proved the full-funnel marketing model, as well as the fact that it always pays to have &Barr as your agency of choice!