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AUL

Doubling social following in just 1 year.

Legacy perception threatened to box AUL in as just a warranty provider. We helped reposition them as a full-service partner for the F&I industry. By transforming organic social from a sales channel into a curated hub of thought leadership and customer insights, we doubled their social following. More importantly, this shift fueled measurable business growth, helping drive more than 1 million new contracts in just 32 months.

 

The challenge

Despite having a broad suite of F&I products — including GAP, tech and SNI coverage — AUL was seen primarily as an “just a warranty company.” This limited their ability to expand their dealer relationships and positioned them as a niche player instead of a full-service provider. 

Compounding the issue, their organic social was sales-heavy and transactional, causing agents and dealers to see them as just another vendor pushing products, which minimized repeat engagement.

Insights

Agents and dealers want a partner, not a vendor. They want to work with a provider that not only can offer them a full suite of F&I products but can also help them understand how to position those products to maximize sales.

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The solution

We transitioned AUL’s social media from a sales channel to a platform for thought leadership and insights, positioning them as a leading F&I authority and trusted partner:

1

Aggregated industry news — distilling down key trends and shifts in the market to the most relevant information

2

Demonstrated expertise in the F&I space — providing thought leadership that highlighted AUL staff and leadership in compelling ways

3

Created a consistent posting schedule — establishing AUL as the go-to source for news and market data

4

Drove up funnel demand — creating explainer videos that helped end users understand their F&I choices, driving car buyers to ask for our services by name

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The work

SOCIAL POSTS
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DIGITAL VIDEOS
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The results

 2X THE SOCIAL FOLLOWING
in one year

#1 FOLLOWED
F&I Provider on Facebook & #2 folowed provider on LinkedIn

SHIFTED PERCEPTION from a single product vendor to a full-service partner

Helped drive an additional 1 MILLION CONTRACTS IN 32 MONTHS

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Takeaway

By moving away from sales-first messaging and repositioning AUL as a thought leader and full-service provider, we defined our role in agents’ and dealers’ stories as a partner in success. Our social channels became a platform not just for awareness, but also for education, trust-building, and demand creation, fueling record growth and securing AUL’s position as a leader in the F&I industry.

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