Alberta Motor Association

Redefining AMA’s online content strategy

The Challenge

The Alberta Motor Association has a lot of messages they want to deliver to their existing Members and to newcomers! Freshwater has taken up the challenge, producing an extensive series of videos that explain policy, encourage membership, explore Membership advantages, and much more.

The Approach

AMA and Freshwater decided bite-sized videos that delivered targeted messages in an entertaining way were the best approach. Ranging in length from 30 seconds to about 2 minutes, each video outlines or explains AMA programs, insurance, roadside assistance, offers, and AMA rewards.

Our Solution

The creative approach can range from the sublime to the silly. Case in point, every year AMA produces an April Fools video that pokes a little fun – mostly at themselves – and AMA subscribers have come to look forward to these yearly comedic videos!

Alternatively, Freshwater has also produced video series that educate drivers about rule changes, tips for the current driving conditions, vehicle maintenance, and so on.  There are videos about contests and travel packages that have been launched to engage both AMA Members and the general public.

The Results

AMA’s Facebook page, website and other social media platforms have seen a substantial growth in viewership. The last April Fool’s video enjoyed more than 200,000 views in the first two days!

The relationship has evolved and grown over the past several years. For Freshwater, it’s a partnership that’s become a constant source of pride and satisfaction.