CASE STUDY
Company size
Website
AAA Northeast wanted to deepen its relationship with younger prospective members, particularly those navigating early adulthood. The challenge? Reach a digital-native audience while preserving the trust of their existing member base.
To remedy this, they sought to increase awareness and engagement with potential future members, particularly targeting a younger demographic. The goal was to connect with Millennials in urban centers across the Northeast, fostering a deeper relationship with a demographic that is key to the association’s growth and longevity. At the same time, they needed to avoid alienating existing members in the older demographic.
JAR created Merging Into Life, a podcast designed to reach urban Millennials as they navigate the milestones of adulthood — buying a car, budgeting for a vacation, or finding work-life balance. Hosted by Amanda Greene, the series blended personal storytelling with practical advice from experts and family members. The podcast delivered a mix of relatable challenges and reassuring solutions in a format built for digital-first consumption.
Every episode leaned into the emotional realities of growing up, inviting listeners into honest, often humorous conversations about what it really takes to “adult.” Strategic choices included:
The podcast not only provided valuable information but became a platform to showcase AAA Northeast’s relevance and reliability for a younger generation.
Merging Into Life delivered exactly what AAA Northeast set out to achieve: meaningful engagement with a younger, urban audience navigating life’s transitions. With 67% of listeners under the age of 45 — and the majority between 30 and 39 — the show struck a chord with the Millennial demographic most critical to the brand’s future. And it wasn’t just age alignment — it was geographic precision. Nearly half of the audience tuned in from New York and New Jersey, showing that the podcast resonated where it mattered most.
Beyond demographics, the show demonstrated real staying power. Ranking #7 in Apple Podcasts’ U.S. “How To” category and featured on the platform’s “Adulting 101” page, the podcast earned national visibility while remaining deeply local in tone and relevance. With over 140 hours of listener engagement and a 70% completion rate, Merging Into Life proved that podcasting could do more than raise awareness — it could forge a genuine connection between AAA Northeast and the next generation of members.
“Heartfelt thanks for your partnership throughout our podcast journey this past year. Your team’s expertise and dedication helped our brand launch a successful show with a solid foundation for the future.”
– Andrew Rosen, VP of Brand & Content Marketing, AAA Northeast
