300K+ New Customers. 26% Lower Acquisition Cost. Younger Members

AAA Membership

AAA membership provides roadside assistance, travel and insurance services, discounts, and member-exclusive benefits to drivers and travelers through the American Automobile Association.

Mission

AAA sought to acquire new customers specifically in the ages of 25 - 56.

Props approach

Props helped AAA connect with a key audience of adventurous yet practical travelers by partnering with creator JR Switchgrass and crafting content that blended inspiration with trust. This strategy positioned AAA as a reliable travel companion, using tailored storytelling to guide audiences from discovery to deeper engagement and consideration.
Props began by deeply analyzing the behaviors, motivations, and values of AAA’s target audience. We uncovered a high-potential segment of adventure-seekers and practical planners—individuals who craved freedom on the road but also prioritized security, reliability, and trusted travel support.
To reach this audience authentically, Props partnered with JR Switchgrass, a creator known for his outdoorsy lifestyle and relatable road trip content. His genuine, engaging voice was the perfect match for AAA’s brand, embodying the balance of adventure and peace of mind AAA offers its members.
Props developed and deployed a range of tailored content, mapping it precisely to the customer journey. From aspirational reels that sparked curiosity to informative, experience-driven testimonials that reinforced AAA’s value, each piece moved audiences seamlessly from discovery to consideration.
Through this strategic creator partnership and content deployment, Props positioned AAA not just as a service provider—but as a trusted travel companion. Every touchpoint deepened the emotional connection while highlighting the real-world benefits of membership.
results

What we accomplished

Through smart creator alignment, strategic content deployment, and performance-optimized distribution, Props helped AAA enroll over 200,000 new members, with more than 70% under age 54.
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Real Stories. 
Unreal Results.™

Props is a performance-based creator marketing platform that helps brands win new customers. We unite the credibility of creator storytelling with the precision of paid media, delivering measurable outcomes, not vanity metrics. Powered by proprietary technology, Props ensures every client engagement drives ongoing, tangible business results.
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