Success Story


AARP Case Study

“The Ad Council’s campaign with AARP aimed to raise awareness and help caregivers get the advice and support they need. The results of our partnership with Rocket Fuel were superb because their programmatic technology allowed us to reach exactly the right audience at the right time. We know the PSAs reached the caregivers who desperately needed to see the message.”

Laurie Keith
Director of National Media Accounts The Advertising Council

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Build awareness for the AARP Caregiving campaign


Reaching exactly the right audience in a crowded online environment

Product Used

Rocket Fuel for Direct Response, Channels: Video, Social, Mobile

AARP is a nonprofit, nonpartisan organization, with a membership of more than 37 million, that helps people turn their goals and dreams into real possibilities, strengthens communities, and fights for the issues that matter most to families such as healthcare, employment security, and retirement planning. AARP has staffed offices in all 50 states, the District of Columbia, Puerto Rico, and the U.S. Virgin Islands. The Ad Council reached out to Rocket Fuel to support the AARP’s “Caregiving” program on a pro-bono basis. The results were outstanding, and Rocket Fuel is now onboard to support the Ad Council’s other charitable programs on a pro-bono basis.


  • Raise awareness for the AARP Caregiving program
  • Report to AARP on audience insights to provide additional color on who is engaging with the Caregiving initiative


  • Reaching the ideal audience for the AARP Caregiving program in a crowded online arena


  • Social: .10% – 100% better than the industry average of .05%
  • Display: .11%
  • Mobile: .52%
  • Video: 1.12% CTR and 73% Video Completion Rate
  • Overall campaign CTR: .24%

Product Used

  • Rocket Fuel for Direct Response
    • Channels: Social, Mobile, Video

Why Rocket Fuel?

  • Rocket Fuel offered to support the AARP Caregiving initiative through its ongoing pro-bono relationship with the Ad Council

Big Data Audience Discoveries

When advertisers work with Rocket Fuel, their advertising learns and improves. What did we learn about the ideal audience for AARP? They tend to be:

  • People with a very wide range of interests, from sports, to interior decor, to registered Democrats.
  • The best-preforming age group was 45 to 49 years old with a 20% CTR lift
  • Fairly equal male/female distribution (53% of clicks came from men)
  • Geographically, no concentration – positive lifts across the country
  • 24% of our responders had a household income of $50-$75K

Popular Content Categories

  • Educational Games
  • Family-oriented games and activities
  • Music
  • Mobile websites and apps