Case Study No. 2

AAA Membership Growth Campaign

Project Overview

I led the concept design and execution of this campaign to engage millennials, creating a fresh, distinctive visual approach. Supported by a social and display advertising system, the campaign ran for 2.5 years, driving long-term membership growth, awareness, and engagement across multiple digital channels.
Channels: Paid social, web display
Role: Senior Graphic Designer (In-house)

Results

+20% increase in membership over campaign duration
Sustained engagement and brand recognition across platforms
Campaign assets reused and adapted for future promotions

Strategy

Created a modular ad system that could scale across platforms and formats
Focused on maintaining brand consistency while optimizing for engagement
Iterated designs based on top-performing concepts to maximize membership growth

Challenge

The Membership team needed a flexible evergreen advertising system to increase conversions, reach a millennial audience without excluding our existing members, and maintain engagement without rebuilding from scratch.

Execution

Paid Social:

4 core ad concepts
Optimized messaging and imagery over 2.5 years
3 of 4 concepts were top performers consistently

Display

Advertising:

Using the same concept as paid social I created a design system that easily scales and maintains the integrity of the original concept
Reinforced messaging hierarchy and visual consistency