WE GOT TAILS WAGGING FOR THE AA

THE CHALLENGE
Drive visibility and engagement with AA’s Freedom Seeker audience during the key driving weekends of the May Bank Holidays.

PEOPLE-FIRST INSIGHT
Dogs are apart of the family and pile in the car alongside everyone else. Making sure dogs are comfortable and happy in the cramped car is important for drivers.

THE STORY
With the help of celebrities and influencers, we launched a simple, helpful and joyous social media campaign encouraging members to celebrate being out on the road with their dogs.  

We partnered with three dog/lifestyle influencers to create a relatable video that demonstrated the hilarity of taking dogs on roadtrips. We shared the video across AA’s Twitter, Instagram and Facebook and gave each influencer a pared down ‘spotlight’ video to share on their personal channels alongside AA messaging. To keep the conversation going, we shared bespoke imagery created by the influencers throughout, and even after, the Bank Holiday.

We connected with 15 more pet influencers by sending out ‘Doggy Selfie & Road Trip Care Packages’. We were conscious of the fact that the pooches (and their owners!) ranged from urban city pups to countryside canines, so we included travel essentials like a collapsible travel bowl, calming collar, doggy hi-vis jacket and…of course…a selfie phone attachment to help capture all the road trip memories.

THE OUTCOME

The influencer hero asset was viewed over 72,000 times on AA channels; over 42,000 times on influencer channels; a total of 114,000 times. The doggie selfie and road trip care packages earned mentions by 9 influencers; over 1,600 likes at 85 comments across 4 instagram posts; 34 mentions within instagram stories.