AIME 2018a Problem 4

In $\triangle ABC, AB = AC = 10$ and $BC = 12$. Point $D$ lies strictly between $A$ and $B$ on $\overline{AB}$ and point $E$ lies strictly between $A$ and $C$ on $\overline{AC}$ so that $AD = DE = EC$. Then $AD$ can be expressed in the form $\dfrac{p}{q}$, where $p$ and $q$ are relatively prime positive integers. Find $p+q$.