The Challenge
A study conducted by the AARP-founded Global Council on Brain Health found that music has a profound impact on brain health and can improve memory, movement, and mood, helping to improve and maintain brain health as we age. AARP wanted to bring this study to life in a creative, impactful, engaging way, bringing people entertainment and joy while sharing the scientific connection between music and brain health.
AARP needed to reach a broad array of diverse segments in a way that connected with people on a personal level. The organization hoped to share information about the scientific connection between music and brain health while also putting their discoveries into practice. AARP’s target audiences are more likely to stay home in order to protect their health and wellbeing, creating an additional challenge.
The Solution
In light of these challenges, AARP launched an ongoing livestream concert series, targeting diverse segments of people who were hungry for these experiences.
AARP partnered with ukulele virtuoso Jake Shimabukuro to celebrate Asian American and Pacific Islander Heritage Month with an exclusive livestream concert and custom content sharing the connection between music and brain health.
The concert itself provided brain health benefits to AARP’s target, encouraging audiences to sing, dance, and interact with music, celebrating the powerful connection between music in brain health by putting the science into action.
In addition to sharing a powerful message about the connection between music and brain health, AARP drove registrations, enabling them to share even more resources to help their targets’ money, health and happiness live as long as they do.
The Results
The campaign saw remarkable success, engaging a broad audience and driving significant participation. Metrics included 10.3K livestream attendees, a 16.02% overall engagement rate, 7,615 unique conversions, and a 20.12% site engagement rate. These results underscored the campaign's effectiveness in not only delivering an engaging experience but also in generating valuable leads and providing resources to improve brain health.
