AARP Superpowers

Making self-help shareable

To generate interest in Life Reimagined and to drive registrations, we created a highly shareable social media campaign—a mashup that blended humor and self-discovery—that populated the first step of an online program to explore purpose.

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Our campaign, which capitalized on changes in Facebook’s algorithm to prioritize friend’s posts over advertisements, was activated by social media posts. A user’s friends would click on the link to discover their own superpower.


Seeing the power of gifts

To discover their gifts, users chose cards that best represented their skills and abilities.

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Generating mashups for good

Gifts were delivered in a mashup that users could manipulate themselves before sharing on social media. By making play a central part of the campaign, users were more likely to interact and share.

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Unveiling the experience

Users journeyed through our activity to discover their gifts, shared their superpowers on social media, and continued on to subsequent activities, which led to increased registrations.

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Enjoying our library of possibilities

We created more than two-hundred permutations of users' gifts, giving users plenty of options to choose from.

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OUTCOME

256

Superpower
variations

75%

of users shared
Superpower results

WHAT WE DID

Strategy

Creative Direction

Copy

Design

SELECTED WORKS

Holiday Retirement/MiloPRODUCT & MARKETING

Dr.PhilPRODUCT

RangriPRODUCT & MARKETING

Address

110 East 25th Street
New York, NY 10010
+1 (646) 894.8236

Get in touch

We collaborate with courageous clients who want to make a positive impact on society. Create with us:

contact@10012.com

We collaborate with ambitious
brands and people; we'd love to
build something great

contact@10012.com

We collaborate with ambitious
brands and people; we'd love to build something great

contact@10012.com

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