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Special Project

Special Project
From the 16th Annual Shorty Awards

AARP TikTok Channel

Finalist in TikTok Presence


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? Our solution: Develop an engaging presence on TikTok with entertaining and relatable content that resonates with Gen Xers and makes them feel seen. Suprise, surprise! 

Our objectives are straightforward: 

Strategy and Execution

With a personality-driven account that taps into relatable experiences of aging, plus heavy doses of humor and nostalgia, our presence on this platform genuinely surprises viewers and has sparked a seismic shift in the way Gen X sees AARP.   

We have 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 TikTokers who genuinely enjoy connecting with AARP. 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. 

More than 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. Our active community engagement strategy is key to creating authentic connections, building brand affinity, and growing an engaged audience of fans who enthusiastically consume and share our content. 


Overall, TikTok delivers surprise and delight for our audience and measurable success for AARP. In 2023, we: 

We're 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, unexpected side of AARP: 


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