Young media buyers and marketers don’t have regular—if any—exposure to AARP, so AARP Media decided to approach them with an “epic” campaign
GOAL
The last thing publishers want is to be out of sight and out of mind to media buyers. Yet by its very nature, AARP was invisible to millennial media buyers. The company isn’t really relevant to people until they reach the age of 50, but AARP couldn’t wait for buyers to age before they sat up and took note.
“Millennials are such a key decision-maker in media today and have been for quite a long time,” says Patricia Lippe Davis, vice president of marketing for AARP Media Sales. But some of the oldest millennials are only in their mid-30s, meaning they have another 15 years before they may ever encounter AARP in their daily lives.
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Sarah Steimer is a writer, editor, podcast producer, and yoga teacher living in Chicago. She has written for Marketing News, Chicago magazine, Culture magazine, the Pittsburgh Post- Gazette, and other outlets.