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AARP TikTok Channel

Entered in Voice


How do you enhance perceptions of your brand and establish a connection with a generation that has often been overlooked?

Once dubbed “America’s neglected middle child,” Generation X has quietly aged into AARP’s 50-plus community. Our challenge: How do we capture the attention of Generation X and establish AARP as a destination for them? To meet that goal, we did something that might make you say, “wait, what?” We joined TikTok.

Our objectives were straightforward:

As a brand most often associated with older adults appearing on a platform best known for its youthfulness, our goal was not only to reach and engage Gen X, but to do so in a new and creative way that would make the audience view AARP in a new light.


AARP’s TikTok account is personality-driven, starring “AARP TikTok guy” Craig and tapping into relatable experiences of aging with a heavy dose of both humor and nostalgia. Putting aside what works for AARP on other social channels and leaning into what makes TikTok unique, we established a brand voice that is witty, a little irreverent, and genuinely Gen X – steeped in ’80s and ’90s culture.

Our voice on TikTok is:

We create content for Gen X, presented by Craig, our on-screen Gen Xer who:

And more than on any other social platform, we know that a brand’s personality on TikTok plays a critical role in how they are perceived – and accepted – by the community. Active community management is key to creating authentic connections, growing our audience and building brand affinity.


Our efforts to create a unique and engaging voice for AARP on TikTok have paid off:

We are also achieving our goal of enhancing perceptions and building brand affinity among Gen Xers. The proof is in the comments, which show an overwhelmingly positive sentiment as users discover a new and unexpected side of AARP:


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