USAA – Localization Campaign

Authentically speak to local military communities. 

This campaign had a handful of business goals – increase auto quotes in eight selected markets, determine if the same key message presented with highly-targeted local cues provides significant lift to quotes and identify methods for scaling to additional markets. All of the content was created specifically for each market, which included visual cues and detailed messaging around local roads, restaurants and activities. The end result was an authentic, engaging campaign that truly spoke to the military community in each selected market.