Auto Alliance Campaign Puts Industry Job Creation on the Map

Services
AnalyticsAudience DevelopmentCampaignIdentity & BrandingSocial Media

The Auto Alliance wanted to showcase the contributions of the auto industry to the American economy by building out two new features on the Auto Alliance website.

The Challenge

In early 2013, the U.S. auto industry was growing at a rate not seen in over forty years. Not since the early 70’s had the auto industry demonstrated such a level of sustained growth - three straight years of at least 10 percent increases in year-to-year sales. Autos were at the forefront of America’s economic recovery.

As the industry’s leading advocacy group, the Alliance of Automobile Manufacturers (Auto Alliance) represents the manufacturers of nearly 80 percent of all car and light truck sales in the United States.

The Auto Alliance wanted to showcase the contributions of the auto industry to the American economy by building out two new features on the Auto Alliance website. These features included the Jobs from Autos Interactive State Map and the State Fact Sheets, both of which were designed to demonstrate the impact of the entire auto industry as well as its contributions to individual states and congressional districts.

The Auto Alliance wanted to promote the new Jobs from Autos features of their site to its key audiences and create awareness of the important role that the auto industry plays in the U.S.

Auto Alliance advertisement

The Solution

In order to reach the Auto Alliance’s key audiences in Washington, D.C. - policymakers, influencers, opinion leaders, regulators, and press - Connections Media developed a comprehensive media plan along with compelling creative materials designed to drive traffic to the Jobs from Autos features and to deliver the message that the auto industry is eight million jobs strong.

The media plan combined print, display, and social placements across major D.C. publications. Venues included Politico, The Hill, and the Weekly Standard, in addition to utilizing Undertone Network, targeted placements on the Google Content Network, and Twitter.

The creative for the campaign included an engaging two-page print centerfold spread that led viewers down a “choose your own adventure” path to learn facts about jobs and the auto industry. The print creative also included stickers placed on the front pages of publications and more traditional full-page ads. The digital component featured a homepage takeover on Politico, a screen grabber unit run through the Undertone Network, and a promoted tweets campaign on Twitter.

The Results

The campaign delivered efficiently and effectively to the Auto Alliance’s key audiences. From April through June of 2013, the Jobs from Autos campaign delivered over 20 million impressions and generated nearly 50,000 engagements.

Moreover, when compared to the same time period in 2012 the campaign resulted in a 134 percent increase in visits to the site, a 153 percent increase in unique visitors, and an 80 percent increase in pageviews. Ultimately, the Auto Alliance was able to promote the positive impact of the auto industry on the economy to its most important audiences.

Auto: Ad top-down