Best Practices
TONE OF VOICE
BRAND ELEMENTS
EXAMPLES
HEADLINE STYLES
ICON SYSTEM
UNQUIE POST TYPES
MOTION
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With a federation organization like AAA, you have social content coming from many different sources. This created a very un-unified brand voice that often did not follow best practices. To solve this problem, we developed a very clear, standard set of brand social guidelines along with best practices, but we also created a tool: a simple system of modules that could be customized and combined in endless ways to handle any type of social post.
The success and power of any guidelines are the internal acceptance and utilization of them. The complexity of use should not overshadow the value of improved execution. This tool was welcomed with open arms, with its 200 pre-built elements, 50 built-in templates and the ability to add more. Further refinements and extensions were developed in short monthly reviews of the social content produced with the tool.
Another way to guide is to demonstrate. Under the constraints of their internal production budget and being day to day reactive we developed a stream of content to raise awareness of membership benefits. The more construct was born out of answering what the Not Just Insurance is in Insurance That's Not Just Insurance. Re-editing stock film paired with a message designed for frequency we created a highly performing campaign that could be repeated in house. We then showed them the power of production with a specifically shot film series called Day of More.
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