AARP Latino: Facebook Rebrand

AARP Latino | Social Rebranding Campaign

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

The Problem
Renaming a social page sounds like a branding exercise. It's actually a strategic bet.
AARP En Español → AARP Latino wasn't a cosmetic change. It was a declaration that the brand's definition of the Hispanic community had been too narrow, and that language was never the right proxy for cultural relevance.

The Insight
61% of Hispanic/Latino adults 50+ prefer English or communicate exclusively in English.
They weren't being reached by Spanish-language content. But they also weren't being served by general market messaging. They existed in the gap — bilingual, bicultural, and largely invisible to AARP. Language is a preference. Culture is identity. The brand needed to own that distinction.

My Role
Beyond developing the social strategy, I helped guide the client education side of this transition. Internal resistance was real — changing "En Español" to "Latino" required convincing stakeholders that becoming more inclusive doesn't dilute your Spanish-speaking audience. It grows the whole pie.
Our team built the case using audience data and engagement patterns. The strategy wasn't just about what to post — it was about getting the organization aligned around a more expansive idea of who AARP serves.

The Launch
Teaser content, a bilingual launch announcement, and refreshed visuals across Facebook and X. A smooth rollout that signaled change without disrupting the existing community. The new name wasn't just more accurate. It was a strategic foundation for reaching an audience that had always been there — just never properly addressed.