AARP wanted to take the stress out of retirement planning, which can often be daunting and difficult. With ages 45+ in mind, the Picture Your Retirement campaign addressed a broad range of retirement planning needs—from educating the younger end of the age spectrum on pre-retirement financial planning, to helping more established retirees balance the cost of living. Picture Your Retirement connected users with financial insights, calculators and community support in an approachable, relevant, and entertaining way.
AARP and HelloWorld designed a digital vision board that rewarded users for learning and engaging with AARP's retirement planning tools. Those who registered on the site customized a retirement vision board by selecting photos that represent their personal retirement goals. What started as a view of empty picture frames on the campaign landing page was later filled with inspirational images of their retirement possibilities.
Robust articles and tools were woven into the experience, along with trivia and instant-win games. Entrants were awarded additional entries into the $50K sweepstakes drawing for learning about topics like Social Security, retirement finance, heath care cost, and business & work issues for experienced workers.
Daily visits were incentivized with an instant-win game offering a $100 gift card. The prizing, educational content and vision board supported AARP's social mission and marketing goals.
The campaign was available on all digital and social channels.
This record-breaking promotion boasts the highest number of entrants across all AARP chance-to-win promotional campaigns to-date!
Page views: 35MM (46% above goal)
Total # of Entrants: 389,785 (62% above goal)
Game plays: 1,035,839 instant win game plays
Sweepstakes entries: 5,679,358; 14.6 per registrant
Average time spent per visit:5:35
Opted in for monthly money newsletter: 43%
Opted in for daily news alert: 32%
Opted in for reminder emails on the campaign: 62%
