AARP Now App Launch Campaign
AARP asked us to concept an app launch campaign for AARP Now — an app that digitized the AARP membership for phone-savvy Americans over 50. Working closely with the development team, we created the campaign “Why not Now?” to celebrate the freedom that AARP members enjoy, both when using the app and as they age. The campaign broke KPIs, leading to over one million downloads of the AARP Now app.
MY ROLE:
Analyzed demographic data & research
Led the conceptual development of the campaign
Pitched the campaign internally to broader team
Assisted in creation of assets and executions