CASE STUDY
AARP
Driving Awareness and Engagement for the Caregiving Program
17%
Increase in Conversions
34%
Increase in Site Traffic
0.24%
Overall CTR
Client
AARP
Vertical
Professional Services
Services
Programmatic Display, Mobile, Social and Video
Objective
AUDIENCEX partnered with AARP through its ongoing pro bono relationship with the Ad Council to promote the AARP Caregiving Program. The initiative aimed to:
- Raise awareness of AARP’s caregiving resources, which help elderly individuals find support and access necessary services.
- Drive increased site traffic and conversions for the program.
- Gather strategic insights about AARP’s target audience to refine future campaigns and improve outcomes.
Strategy
AUDIENCEX implemented a data-driven omnichannel campaign to reach individuals over the age of 60 and those actively interested in caregiving services. The approach included:
- Programmatic Display Advertising: Launched a foundational campaign targeting people aged 60+ and layering third-party data to identify additional audiences who had shown interest in caregiving-related content.
- Contextual Targeting: Delivered ads in environments that aligned with caregiving topics to increase relevance and engagement.
- Lookalike Prospecting: Expanded the audience pool by targeting individuals similar to those who had previously engaged with the AARP Caregiving Program or filled out inquiry forms.
- Channel Expansion: After launching the display campaign, AUDIENCEX incorporated mobile, social, and video channels to broaden reach and increase campaign impact without sacrificing efficiency.
This layered approach ensured the campaign reached a diverse, high-intent audience while maximizing scale and performance.
Tactics
- Audience Segmentation: Focused on individuals aged 60+ and those exhibiting behavioral signals tied to caregiving needs, such as reading related articles or researching support services.
- Third-Party Data Integration: Leveraged external data sources to identify and target individuals likely to benefit from caregiving resources.
- Multichannel Activation: Expanded the campaign beyond display ads to include mobile, social media, and video to engage audiences across multiple platforms and devices.
- Real-Time Performance Tracking: Continuously monitored campaign metrics to adjust targeting, creative, and channel allocation for optimal results.
Results
The campaign achieved strong outcomes, driving both immediate results and long-term insights:
- 34% increase in overall site traffic, expanding the reach of AARP’s caregiving program.P’s caregiving program.
- 17% increase in conversions, directly connecting more individuals with critical caregiving resources.
- Enhanced audience understanding, with actionable insights into the behaviors and preferences of AARP’s target demographic. These insights were used to refine future marketing strategies and improve campaign performance.
By combining precise targeting, engaging creative, and an omnichannel approach, AUDIENCEX successfully elevated awareness of the AARP Caregiving Program and provided AARP with the tools and insights to better serve their audience in the future.
