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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.
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With 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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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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After analyzing Hagerty’s key customer profiles, we developed a modular video campaign and produced a purpose-built content library.
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With each 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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In addition to brand channels like Meta and LinkedIn, always-on and up-to-date data provides foundational insights for larger scale digital activations from Google and YouTube, to print and event advertising.
