AARP: Did You Know? Content Series

AARP | "Did You Know?" Content Series

Role: Senior Social Media Strategist | Dieste Inc. (2024)

What It Is
An ongoing content series running year-round across Facebook and Instagram. Research-driven insights on health, aging, finance, and lifestyle — translated into social-first content for bilingual Gen X and 50+ Hispanics.
AARP built it. We evolved it.

The Strategic Problem
Data-backed content is only as useful as how well it mirrors the audience's own experience. Left to its own logic, research content defaults to authority mode — the brand telling its audience what studies say, rather than using studies to confirm what the audience already suspects.
For a community that has historically been talked at rather than with, that gap matters.

What I Changed
I shifted the content strategy from information delivery to identity reinforcement. Instead of leading with the statistic, the approach led with the cultural experience — then backed it with data. Research that felt personal, not clinical. Facts that felt like validation, not lectures.

Why It Works
For an audience skeptical of institutions, being seen is more persuasive than being informed. "Did You Know?" became a series where the audience recognized themselves in AARP's research — which is a much shorter path to trust than any paid campaign can build.