Becoming the #1-followed finance and insurance provider.
Customer Story
Dealers want more options when it comes to finance and insurance products. They don’t want to be boxed in with cookie-cutter products that they can’t sell because they don’t meet their clients’ real needs.
Brand Story
AUL believes everyone deserves peace of mind. That’s why they introduced the first-of-its-kind Any Year. Any Mileage® warranty. And it’s why they’re continuing to expand their product set to focus on what car buyers really want, so dealers can get what they need — more sales.
CUSTOMER STORY
BRAND STORY
AUL'S ROLE IN THE CUSTOMER'S STORY
One Partner. A Total Solution.
AUL is dedicated to helping their partners define a path to success. It’s been the driving force behind everything AUL does, from introducing the first Any Year, Any Mileage® Vehicle Service Contract (VSC) to continuing to evolve their products to provide a full suite of F&I products. When you work with AUL, you’re not working with a vendor, you’re working with a partner —one that’s ready to help you meet all your clients’ needs so you can close more deals.
Approach
Because dealers traditionally viewed AUL as a single-product vendor, they thought of AUL only for Vehicle Service Contracts. To change this, we used a three-phase approach to change the conversation and reposition AUL as a partner that does it all.
1
Create awareness around AUL’s full suite of services.
Using print ads in trade magazines, we reframed AUL as a full-service F&I provider, designed to help them meet all their clients’ needs and grow their business.
2
Transition from a vendor to a partner.
Instead of using AUL’s social channels to focus on products and services, we started creating value-added content. By sharing news, trends, tips, and insights, we became a resource for dealers, someone they could trust to help them grow.
3
Create "up-funnel" demand for AUL products and services.
Using short, branded content and animated videos, we helped educate customers on the benefits of our F&I products and services. This way, when buyers went to a dealership to purchase a new car, they requested AUL products, encouraging more dealers to offer AUL’s solutions.
Results
It took AUL 28 years to administer 2 million F&I contracts. Our campaign helped them add more than a million new contracts in just 32 months. Plus, it doubled their social following in under a year, making them the #1-followed F&I provider on Facebook and the #2-followed F&I provider on LinkedIn.
NEW CONTRACTS
1m
SOCIAL FOLLOWING
2x
FOLLOWED F&I PROVIDER