From the Office: Etiquette Roulette

Objective

As short-form video continues to reshape how audiences consume and engage with content across social platforms, AARP saw an opportunity to create a video series that could spark meaningful conversation while thriving in multiple social environments.

Our objective was to develop a scalable video concept that could engage audiences across LinkedIn, Facebook, and Instagram while advancing one of AARP’s core priorities: combating age discrimination and promoting the value of a multigenerational workforce.

The result was From the Office: Etiquette Roulette, a short-form video series designed to explore generational perspectives on workplace habits, communication styles, and professional norms. Each episode pairs AARP employees from different generations and asks them to respond instinctively to workplace etiquette questions using simple “yes” or “no” prompts, before discussing their answers.

Initially conceived as a LinkedIn series, we hoped to create something that could flex across multiple social media channels. Episodes needed to capture attention quickly in fast-moving feeds, encourage viewers to reflect on their own experiences, and inspire discussion in comment sections across platforms.

Through From the Office: Etiquette Roulette, AARP set out to create content that was entertaining, relatable, and conversation-driven, while positioning the organization as a leading voice advocating for age inclusion and the benefits of a multigenerational workplace.

Strategy

To ensure Etiquette Roulette could succeed across multiple social platforms, our strategy focused on creating a repeatable, personality-driven format that worked within the viewing behaviors of LinkedIn, Facebook, and Instagram.

The first strategic decision was the structure of the series itself. Each episode pairs two AARP employees from different generations and presents them with a series of workplace etiquette questions. Participants begin by raising “Yes” or “No” paddles, followed by a candid conversation explaining their reasoning.

This simple format proved ideal for social video. The visual cue of the paddles creates an immediate hook, while the quick responses encourage viewers to mentally answer the question themselves before hearing the discussion. This interactive structure keeps audiences engaged and invites participation in the comments.

Casting was a key factor in the authenticity of the series. By featuring AARP employees rather than actors or influencers, the on-screen conversations feel genuine and relatable. Some participants had existing working relationships, which created natural banter, while others met for the first time on set, allowing viewers to watch as their connection developed in real time.

Question development was equally important. Prompts were carefully crafted to feel familiar to modern workplace audiences while encouraging generational perspective. Questions include topics such as virtual meeting etiquette, workplace attire, communication styles, email habits, and work-life balance. These everyday scenarios often spark surprising differences and humorous exchanges while also revealing common ground between generations.

Production was intentionally designed to be efficient and adaptable. Episodes were filmed in relaxed office environments to keep the tone authentic and approachable. The set-up was simple: two chairs, handheld paddles, and a conversational format that required minimal staging while allowing personalities to shine.

This streamlined production approach enabled the team to film multiple episodes in a single session and maintain visual consistency across the series. While the series initially launched on LinkedIn, its format translated naturally to other platforms. Episodes were distributed across Facebook and Instagram, with post copy adjusted to fit each platform and community, allowing the content to reach broader audiences while maintaining its conversational tone and message.

Each episode concludes with a reflective prompt asking participants whether they learned anything from comparing answers. These moments often revealed the most meaningful insights, as participants acknowledged shared values, reconsidered assumptions, and recognized how differing perspectives can strengthen collaboration.

By combining a simple interactive format, authentic employee voices, and a scalable production approach, Etiquette Roulette became a versatile video series capable of engaging audiences across multiple social platforms while reinforcing AARP’s mission to promote the value of the multigenerational workforce.

Results

With eight episodes to date, the series has performed strongly across platforms and demonstrated the power of authentic, conversation-drive video. In total, Etiquette Roulette has generated 30.6M views and 152,000 engagements, including more than 5,000 comments. Platform highlights include:

On LinkedIn, the series has generated more than 3.7 million video views, and 34,000 engagements, making it one of AARP’s most successful video initiatives on the platform. It was also selected by LinkedIn’s beta video category AI model, which surfaced the content to relevant audiences and significantly boosted organic reach and engagement.

On Facebook and Instagram, the series has earned nearly 27 million plays and 118,000 engagements, demonstrating its ability to resonate beyond LinkedIn’s professional audience.

Across platforms, audience response has showed the content is achieving our goal of highlighting the value of generational diversity in the workplace. Viewers frequently share their own perspectives or reflect on how workplace norms have evolved. Others have shared that it’s refreshing to see different generations engaged in positive, playful interactions rather than being pitted against one another. The comments reinforce that the message has resonated: