Platform Creation and Development
2014 Adweek Isaac Awards, Brand Performance Invention, Silver
Digiday, AARP's New Social Network
Founded in 1958, the AARP, formerly the American Association of Retired Persons, was quickly becoming old-fashioned, as the traditional retirement age of 50 was instead becoming the age of transition.
So we created Life Reimagined—a new platform and service that gave the AARP a new focus: helping aging Americans navigate major life transitions in their well-being, work, and relationships. From in-person events to online activities, we created lots of ways for users to find support and inspiration for whichever stage of life they were in.
In the first year, Life Reimagined attracted 325,000 registrants, 86% of which were not already AARP members. And in the second year, Life Reimagined launched their 1- to 7-day online programs, which accumulated more than 120,000 active programs in just five months.