AARP Staying Sharp – Engagement Campaign
Social + Display + OLV
Staying Sharp is a brain health program for AARP members, offering articles, recipes, and videos designed to help prevent cognitive decline for those over 50. But despite having free access to this valuable resource, few members were engaging with the program.
The insight was simple: brain health is a sensitive subject.
No one wants to think about losing their edge. We needed to shift the tone from fear to curiosity: making brain health feel approachable, even fun.
The best way to learn? Play.
To pique curiosity, we drew in audiences with brain teasers, challenges, and puzzle games that didn't just explain how brain health works, they actively improved it while they played. By leaning into gamification and entertainment, audiences weren't thinking about what they might lose, they were enjoying what they could gain.
Campaign Results
46,667 activations in one week
Biggest activation week in program history, with 42,082 brain health assessments completed
15,656 single day activations
Biggest activation day in program history
123,174 activations in Q1
The single biggest activation quarter in program history, +35% annual increase