MUSE Gold

2023

AARP TikTok Channel

Entrant Company

AARP

Category

Video - Social Video

Client's Name

Country / Region

United States

How do you enhance perceptions of your brand and establish a connection with a generation that has often been overlooked? AARP launched on TikTok in September 2021 with the goal of reaching and engaging Generation X – a key demographic that has quietly aged into AARP’s 50-plus community. With a personality-driven account that taps into relatable experiences of aging, with heavy doses of humor and nostalgia, our presence on this youthful platform surprises viewers and has enhanced the way Gen X sees AARP. An active community management strategy has helped us build an engaged community of fans who enthusiastically consume and share our content.
We established a brand voice that is witty, a little irreverent, and genuinely Gen X – steeped in ’80s and ’90s culture. It’s unexpected, authentic and engaging, allowing us to build credibility within a tight-knit community of Gen X creators. This community thrives on shared memories and life experiences, and a mutual understanding of who Gen Xers are today. Our content strategy reflects that, embracing TikTok’s authentic style, leveraging trends and meeting our audience where they are. We’ve also developed several community-driven series, like Gen X ASMR, with each new episode built from requests we get in the comments section.
Overall, TikTok has proved to be an incredible success for AARP. In our first year and a half, we created 130 videos and garnered more than 165K followers, 30M views, 975K likes, 40.5K comments and 57K shares. We’ve also built brand affinity among Gen Xers, and the proof is in the comments:
“I applaud the vision of AARP to do this instead of like talking abt coupons or whatever????”
“Do you want me to follow the AARP at 44? Because this is how you make that happen”
“Can we have a moment to pause and ponder the fact that freaking AARP is crushing it on TikTok ????”
“I literally sat up and watched EVERY SINGLE VIDEO? YEP ….. Joining AARP today!”
“This isn’t our grandparents’ AARP”

Credits

Vice President, Emerging Channels & Brand Growth
Rajiv Mody
Senior Director, Social Media & Content Integration
Amanda Knowles
Community Manager
Sarran Jabbie
Senior Community Advisor
Cara Hedgepeth
Vice President, AARP Studios
Jason Orfanon
Executive Producer
Grace Cutler
Producer
Craig Moorhead
Associate Producer
Drew Brody
Senior Multimedia Production Manager
Julia Rossi
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