Objectives

The objectives for the Coverage ConfiDance campaign were to:

• Increase awareness of AAA's Coverage Confidence campaign: the confidence you feel knowing you are covered by AAA Auto and Home Insurance. (Top-of-funnel)
• Drive traffic to aaa.com/Insurance. (Middle-of funnel)
• Drive AAA Auto and Home Insurance quote requests & policies. (Bottom-of-funnel)

Strategy and Execution

AAA  leveraged Display and Social channels to market home and auto insurance to a millennial audience. 

The strategy around Coverage ConfiDANCE is to deliver the message, via channels consumed by a millennial audience, that AAA Insurance gives you the confidence to live life fully. Regardless of what the open road throws your way, you can handle with confidence knowing AAA Auto Insurance has your back.

ConfiDANCE is that little dance you do when you know you're covered by AAA.

This message was delivered throughout AAA's Auto and Home Insurance programmatic display and social media campaigns. AAA used a combination of static, animated, and video creatives that included the ConfiDANCE message combined with imagery of individuals dancing in a joyful and humorous manner.

Results

AAA's Coverage ConfiDANCE campaign delivered 116,233,979 impressions in 2021.

The campaign drove 82,024 clicks in total and compared to our general market ads on Facebook/Instagram, saw a +375% increase in CTR (from 0.59% to 2.8%).

With the increased engagement, Coverage ConfiDANCE creatives saw 138% higher conversion rates ( 6.15% vs 2.58%) and decreased CPA of 33% verses general market ads.

Media