Helping an established brand breakthrough to a new audience

AAA sought out the work of the agency I was previously at to create materials to a demographic that previously overlooked their services. That demographic was millennials. Knowing their attention spans are much lower than those of AAA's normal target audience, we worked to keep the copy count low and have the report flow and make sense even if it were to just be skimmed.

As a supporting copywriter on this project, I took the research that the client provided us with, mapped it out and chose what was most important to millennials. From there, we mapped out the physical report alongside design, and lastly, filled in the copy with catchy, yet informational headlines and subcopy.