Marketing a brand that has been around for over a century is no small feat—especially when your target audience now includes Gen Z, a generation known for its short attention spans, digital fluency, and high expectations from brands. AAA Northeast, a 125-year-old company known for its roadside assistance, banking, insurance, and travel services, faces this challenge head-on.
Mark Cajigao, Director of Content at AAA Northeast, has been at the forefront of modernizing content strategies while maintaining the brand’s legacy. His insights provide a roadmap for brands looking to stay relevant without alienating their long-standing audience.
For any legacy brand facing digital transformation, the challenges are similar. How do you evolve without losing brand authenticity? The key is to balance heritage with innovation—leveraging long-standing trust while embracing digital strategies that attract younger consumers. Whether it’s through social media, video marketing, or podcasts, brands must continuously test and refine their content to meet the expectations of modern audiences.
Balancing Tradition with Digital Innovation
“As a 125-year-old brand, we must evolve carefully, capturing the next generation without alienating our older audience.”
AAA Northeast is a legacy brand, and with that comes both an advantage and a challenge. Long-standing customers expect familiarity, while Gen Z demands innovation. According to Mark, the key lies in gradual adaptation, preserving the core values of the brand while evolving the way content is created and delivered.
One major shift has been in content format and distribution. Traditional articles and emails still resonate with older audiences, but for younger generations, brands are experimenting with podcasts, short-form videos, and interactive social media content. Rather than simply repurposing content across channels, successful marketers tailor messaging to each platform, ensuring that it aligns with audience preferences and engagement habits.
Takeaway: Marketers handling legacy brands must understand that digital transformation is a process, not an overnight shift. The goal is to modernize without alienating your loyal customer base.
Content as Both an Educator and a Sales Tool
"The aim should be to create content that sparks interest and feels alive, making it more than just static words
With AAA Northeast operating in industries like insurance, banking, and travel, content must do more than just entertain, it must educate. Mark believes that content should help customers make informed decisions, whether it’s about choosing the right travel insurance or understanding the fine print of a financial service.
For example, during back-to-school season, brands focused on family and safety prioritize content that educates parents about traffic laws and pedestrian risks. In contrast, during the holidays, content shifts toward travel tips and trip planning. Rather than relying on aggressive sales tactics, a value-driven content strategy positions a brand as a trusted resource first and a service provider second. This approach not only builds credibility but also enhances customer lifetime value.
Takeaway: Content that informs builds trust and drives sales. If customers see your brand as an authority in your industry, they are more likely to convert when the time is right.
Winning Over Gen Z: Why a One-Size-Fits-All Approach Fails
“Gen Z is elusive and hard to reach. We try everything in content, from targeted emails to launching a podcast.”
Unlike previous generations, Gen Z expects personalized, engaging, and fast-paced content. They’re digital-first consumers who demand authenticity and won’t respond to traditional marketing tactics. AAA Northeast as adapted by:
Experimenting with TikTok and Reels: Instead of generic ads, they focus on storytelling that feels native to social platforms.
Launching a podcast: Since Gen Z consumes a lot of audio content, AAA Northeast developed a podcast to engage them beyond typical marketing materials.
Interactive engagement: Encouraging community participation through social media polls, user-generated content, and engagement-driven storytelling.
Takeaway: To engage Gen Z, brands must be flexible and data-driven, constantly refining their approach based on real-time feedback.
Final Thoughts: Evolution, Not Revolution, Is the Key to Longevity
"Storytelling isn’t just for content, it’s the secret weapon for selling your ideas and getting people on your side."
AAA Northeast’s journey shows that even a 125-year-old brand can stay relevant by adapting its content strategy without compromising its heritage. By balancing tradition with innovation, educating customers through content, and experimenting with Gen Z-friendly formats, the brand continues to evolve successfully.
Want to learn more? Watch the full interview below for deeper insights into AAA Northeast’s content strategy
Past Episodes
Resources for growing your product
