The Challenge

The rapid adoption of LLMs is changing how consumers discover and shortlist brands. The AA identified this shift early: generic search demand was falling at upper and mid-funnel with no corresponding fall in underlying need, suggesting discovery behaviour was migrating to AI-led journeys where traditional SEO strength does not consistently translate.

The Strategy

Planit and The AA developed a publisher-led approach designed to earn credible third-party recommendations that LLMs trust. Budget was reallocated away from declining generic paid search and redirected towards authoritative editorial and comparison formats that influence LLM answers.

Execution and Innovation

The affiliate and publisher ecosystem was activated to close gaps in LLM coverage.

Results

On a modest budget, visibility skyrocketed in just three months, while stable sales volume was maintained during a decline in generic PPC traffic, proving that ‘LLM Optimisation’ is a viable and necessary replacement for traditional search models.

Judges' Verdict

"The definitive case study for the next era of search, demonstrating how a heritage brand can lead a structural shift in consumer discovery."

"On a modest budget, this team built a completely new operating model for the AI search era.