AAA Membership Growth Campaign

Project Overview

I lead the concept design and execution of this campaign to attract a younger demographic, by creating a fresh, distinctive visual approach. I developed a design system that easily scaled to fit social and display advertising. This campaign ran for over 2.5 years, driving a 20% membership growth in its first year, and long-term awareness and engagement across multiple channels.

Channels: Paid social, web display
Role: Senior Graphic Designer (In-house)

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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.

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

Execution

Paid Social:

• 4 core ad concepts

• Optimized messaging and imagery over 2.5 years

• 3 of 4 concepts were top performers consistently

DisplayAdvertising:

• 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

Results

1. +20% increase in membership over campaign
duration

2. Sustained engagement and brand recognition
across platforms

3. Campaign assets reused and adapted for future
promotions