01
02
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
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
03
deep roots across many sectors of
the motorsports industry, Hagerty
needed to reach specific consumers
with niche interests; enthusiasts that
expect a custom approach.
the motorsports industry, Hagerty
needed to reach specific consumers
with niche interests; enthusiasts that
expect a custom approach.
04
THE ASK
05
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
of their own branded content and
owned media. From influencer-
driven episodic series to automotive
articles, this work has garnered
devoted and diverse audiences
06
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.
of product offerings. Leveraging
this viewership would provide the
opportunity to target key audience
segments with unique messaging
that supports unified campaign.
07
THE FI5TH
APPROACH
APPROACH
08
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
customer profiles, we developed
a modular video campaign and
produced a purpose-built content
library with Tane and Stept. With each
09
piece created for and served to its
own specific target audience, the
fleet of content was released across
nationwide broadcast, OTT, and paid
social.
own specific target audience, the
fleet of content was released across
nationwide broadcast, OTT, and paid
social.
10
RESULTS
11
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.
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.
LET'S FIND
YOUR FI5TH