How AAA Increased Call-to-Action CTR by 22X Using AI

They Engaged:

106,688

People

Who Averaged Spending:

122.8 seconds

with each piece of content (4X increase)

They Achieved:

20.96% Next Action CTR

per piece of content (22X increase)

They Engaged:

106,688

People

Who Averaged Spending:

122.8 seconds

with each piece of content (4X increase)

They Achieved:

20.96% Next Action CTR

per piece of content (22X increase)

The Goal: Increase Positive Consideration and Engagement with AAA Brand

Our Solution: Use Owned Content to Increase Brand Affinity

inPowered amplified blog posts from AAA’s “Extra Mile” content hub to engage users and drive them to spend more time onsite with the brand. Their AI-powered Content Distribution platform allowed AAA to test nearly 4,000 variations of ad permutations by analyzing various headlines, images, audience interests, and demographics; adjusting the campaign in real-time to make sure the articles were reaching the transportation brand’s true target audience.

  • Reduced Cost-Per-Engagement by 70%
  • 76% Average Engagement Rate
  • 1,520 hours of active attention generated thru amplified content

“Partnering with inPowered has allowed us to gain a strong understanding of what content on our Extra Mile platform is resonating most with our audience, especially during the COVID-19 era when consumer behavior and content needs are evolving. Their AI-powered technology has allowed us to drive real ROI with content marketing, and we’re looking forward to learning unique insights from employing their Content Intelligence.” 

— Scott Lugar, Chief Marketing Officer at AAA Club Alliance.

 

CONTENT:

This campaign centered around 27 posts from AAA’s “The Extra Mile” blog, a combination of evergreen content and timely solution-based travel information. The articles rotated focused on a variety of topics, included (but not limited to) “How to detail your car at home,” “6 minor repairs that can save you big bucks,” “10 Most Scenic Roads to Drive in America,” “How to Maximize Your Home Appraisal Value,” “What Is The State of Flying During the Pandemic,” and “APR vs Interest rates: do you know the difference?”

AUDIENCE:

AAA utilized inPowered’s AI-Content Distribution to run 3,998 different ad variations across The Trade Desk, Yahoo, and Taboola; with each piece of content undergoing extensive analysis to identify a target audience that would be most likely to engage with the promoted blog posts. They analyzed each piece of content against a larger audience set, which included:

  • Men and women living in Cincinnati (OH), Philadelphia (PA), Washington D.C. and Baltimore (MD).
  • Ages 25-34, 35-44, 45-54 and 55-64.
  • Users on desktop and mobile devices (iOS and Android).
  • Interested in a variety of related topics including “Personal Finance,” “Aging,” “Family and Parenting,” “Finance and Insurance Habits” and “Household and Life Stages.”

Using inPowered’s AI-technology, it was determined that the audiences most likely to engage with Mutual of Omaha’s blog included:

  • Men living in Baltimore, Philadelphia, Washington D.C. and Baltimore.
  • Ages 25-34 and 55-64.
  • Mobile users, using both iOS and Android.
  • Self-identifying as having a strong interest in “Personal Finance,” “Finance & Insurance,” “Family and Relationships” and “Travel.”

 

CALLS-TO-ACTION:

With the primary goals of this campaign being to increase brand affinity through increased time spent onsite, inPowered’s AI-powered Content Distribution applied a “Related Stories” next action survey across each piece of content to continue consumer engagement with posts on “The Extra Mile.” After 15 seconds of engagement with each piece of content, the intelligent call-to-action triggered users to continue reading over a dozen related stories such as “More guidance and tips to make the most of your hard-earned money,” “Activity ideas, life tips, money advice and more from AAA”, “What to do if you’re stuck inside” and ”8 things you should never use your credit card for.” The five CTA’s with the highest click-thru rates were “What to do if you’re stuck inside,” “Tax prep advice from the IRS,” “Home organization tips that will transform your space,” “8 things you should never use your credit card for” and “How to detail your car at home.”

By gaining this deeper understanding of how the brand is resonating with consumers, AAA is also now able to focus on future content creation strategies tailored towards topics most clicked thru for continued engagement in this campaign.

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