AARP TikTok: What Is That? Series

A key platform in AARP’s efforts to reach and engage Generation X, TikTok presents an opportunity to enhance perceptions of our brand and establish meaningful connections with a new audience through the development of relatable, entertaining and engaging content. Our experience on TikTok thus far has taught us that nostalgia is a key element for success, serving as a unique way to reach and engage Gen Xers with humor and relatability, and the connection of shared experiences. And as AARP, we have an opportunity to stand out by leveraging these themes to not only connect with Gen Xers but also to highlight intergenerational connections in a positive way.
THE CONCEPT:
“What Is That?” is an exploration of the people, places and things that were an integral part of childhood yet unique to each generation. Each episode features “AARP TikTok Guy” and resident Gen Xer Craig Moorhead alongside an older or younger AARP colleague. They take turns showing each other images that reflect their childhood – ranging from movies, TV and music to clothes, toys and technology – and challenge the other person to answer the question, “what is that?”
The series creates an opportunity for two generations to share stories, learn new things, and discover what they have in common.
THE RESULT:
At a time when “generation wars” are in the spotlight, the "What Is That?” series engages multiple generations in a playful way, highlighting similarities over differences, and showing people of different generations engaged in positive interactions and learning from one another. Our audience has responded with comments like:
"I like this generation exchange because you guys are very supportive of each other"
"As somebody born in 1984 I want to see more stuff like this on TikTok"
"More please! Thanks ☺️ Didn’t have 'millennial following AARP' on my 2024 bingo board, but alas. Glad to be here."
"Can we get more of these? Such a fun series!!"
"I will never not watch these all the way through."
To date, this series has generated 3.6M views, 149K likes, 6.4K comments, and 7.9K shares.