AARP

The “You Don’t Know aarp” campaign challenged our target by focusing on relevant programs and content AARP offers while infusing a fresh youthfulness to the brand. The TVC and OLA focused on specific programs of contextual relevance that drove to an online hub where users could engage with targeted content, while uniting multiple sub-brands with fractured messaging by creating a singular brand voice. 

Overall, the campaign has changed perceptions by over fifteen percentage points. Membership from the online hub has increased 50% year over year.