Best-in-Class: Social

To connect in a relevant way with its ever-changing member base, and reach a new generation of millennial users, AAA designed a revamped social media program structure built to scale across teams, departments, and its network of 32 motor clubs and more than 1,000 branch offices. Their goal was to increase brand awareness and engagement, build a larger and more diverse Millennial following, and uphold their longstanding commitment to members.

Kudos winner 2023 aaa

“AAA is a membership organization, which means we have to be ready to connect with our members, in the channel of their choice, whenever they need us,” said Veronica Anjelica Duarte McCants, Social Media Senior Partner at AAA National. “This becomes a real challenge when you push out messages via multiple branches and departments that all need to engage members with varying priorities and needs. We needed to implement internal social media processes and systems that align our branches and empower them to deliver effective communications, and personalize interactions with their members across all the social media channels.”

  • 25%

    Increased millennial following

  • 4%

    more responses to social media conversations while decreasing average response handle time by 10.2%

  • $11.2M

    in earned media value in 2022