Country star Lauren Alaina partners with USAA to share her story and raise awareness about the benefits of USAA membership for military families.
I'm a day behind on getting this blog posted, but I'm starting to believe that the universe delayed me for a reason. This morning, I got an email from my coworker (and friend) about the emotional impact Lauren Alaina's story is having only one day into this campaign.
I think Tre said it best, so I'm sharing his words (with permission) below.
This truly feels like one of the most impactful campaigns we’ve worked on to date. So many teams across MAX came together to bring this partnership to life, and the final product feels authentic, emotional, and incredibly aligned with the USAA community.
Lauren was amazing to work with on set, and hearing her share stories about her dad and daughter naturally shaped the tone of the content. It created real emotional moments that reminded all of us about the people and memories we want to protect most.
What’s been especially rewarding is already seeing audiences connect with the campaign and begin sharing their own personal stories in the comments. That kind of reaction is always special to see.
Huge thank you to everyone who helped make this happen. This is definitely one for the team to be proud of!– DeAntre Campbell, Senior Manager, Client Partnerships @ MAX
Tre also shared some of the comments that have been posted on the first video of the campaign that clearly show the impact that Lauren is having by sharing her story.
As a long-time USAA member myself, I know first hand what a comfort it is to be able to call on an organization that truly has your back during the most emotional moments of your life. USAA has been there for me for the highs (like getting a mortgage to buy our new home) and the lows (like getting rear-ended by a semi truck in my tiny Miata when I was still a teenager), just like USAA is there to take care of all of their members.
Content is designed to drive awareness, engagement (clearly already succeeding here!), and brand lift by showing USAA as more than just a financial institution, but as an organization built on shared military values.
Like everyone here at MAX, I am extremely proud of the work that all of us put into this campaign. I'm also grateful for the opportunity to work with organizations like USAA and artists like Lauren Alaina who understand that building a legacy requires trust, compassion, and human connection.
Lauren Alaina, praised by Rolling Stone for her “powerhouse, honey-toned vocals that meld timeless twang with modern sass,” continues her “limitless upward trajectory” (American Songwriter) as one of country music’s most magnetic entertainers.
Her forthcoming new album Stages, builds on the momentum of smash “All My Exes (feat. Chase Matthew)” that marked the biggest first-week streaming numbers of her career. A dynamic live act, she will support Darius Rucker on his Songs of Summer Tour this year along with various festivals.
A proud member of the Grand Ole Opry since 2022, Alaina has earned three No. 1 hits: Platinum-certified “Road Less Traveled,” the 4x Platinum “ONE BEER” with HARDY and Devin Dawson, and Diamond-certified “What Ifs” with Kane Brown. With “What Ifs,” Alaina became the only solo female country artist in history to receive the RIAA’s Diamond song certification.
Lauren Alaina has performed on some of the highest-profile stages in the world including PBS’ A Capitol Fourth, Dancing with the Stars, American Idol, CBS’ Beyond The Edge, ABC’s The Bachelorette, TODAY, Good Morning America, The Ellen DeGeneres Show, The Tonight Show, Jimmy Kimmel Live!, Macy’s Thanksgiving Day Parade, ABC’s CMA Fest specials, CMA and ACM Awards, Nickelodeon’s All That, Dallas Cowboys Thanksgiving Day halftime performance, MLB’s World Series national anthem performance, a performance at the White House for President Obama, and more.
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