AARP Staying sharp creative
AARP isn't just for mature adults. Meant for everyone from 20-somethings to octogenarians, Staying Sharp, the Association's brain exercise platform, is a prime example. However, in 2017, Staying Sharp began losing monthly subscribers at a high rate. With no opportunity to re-tool the platform - like improving functionality or changing offerings - I was tasked with developing a marketing strategy that would accomplish three goals:
The approach? Create a media-worthy, consumer-centric program that was social by design and driven by insights. It was also a great opportunity to test and learn around paid media and multi-channel communications.
The Staying Sharp team was comprised of smart marketers who could not see why the brand was suffering - they were simply too close to it. I knew it would take a lot of convincing to get them to see that the real problem was not the platform but what people thought (or in this case, did not think) about brain health and exercise. So, I started my conversation like I do all pitches, with level setting.
Bringing it to life was so much fun. Here are three concepts I brainstormed, developed and pitched. Concept 3 was the winner.
While the brand team loved the 'Adult Recess' idea, the dollars did not present themselves to bring it to life in an impactful and compelling way.