Hagerty is for people who love cars. Founded over 35 years ago to offer specialty vehicle insurance, Hagerty has grown into a full- blown automotive lifestyle brand focused on the love of driving. With
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deep roots across many sectors of the motorsports industry, Hagerty needed to reach specific consumers with niche interests; enthusiasts that expect a custom approach.
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THE ASK
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Hagerty maintains a rich network of their own branded content and owned media. From influencer- driven episodic series to automotive articles, this work has garnered devoted and diverse audiences
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interested in the brand’s full range of product offerings. Leveraging this viewership would provide the opportunity to target key audience segments with unique messaging that supports unified campaign.
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THE FI5TH APPROACH
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After analyzing Hagerty’s key customer profiles, we developed a modular video campaign and produced a purpose-built content library with Tane and Stept. With each
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piece created for and served to its own specific target audience, the fleet of content was released across nationwide broadcast, OTT, and paid social.
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RESULTS
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Still in play, the campaign has gone on to achieve status as the most successful paid digital campaign for Hagerty to date. Outperforming initial KPIs, the brand has extended the campaign for a second year across both digital and broadcast.