To effectively reach and engage Generation X – a generation that has often been overlooked – AARP has cultivated a TikTok presence that makes them feel seen. Our goal is simple: Establish a connection with Gen-Xers through entertaining, relatable content that resonates with their life experiences and enhances their perceptions of AARP.
In 2025, we partnered with four well-known Gen X creators to reach, engage, and celebrate the moments and experiences that have helped shape “the forgotten generation.” Enter Sherri Dindal (@therealslimsherri), Nick Harrison (@mrprofessor318), Kelly Manno (@kellymanno) and Jon Wellington (@thedadbodveteran), our partners in a collaboration that took our community by surprise and delivered endless amounts of delight. Our mission was to break through the noise and authentically connect with an audience of people who relish their nostalgic memories of the 80s and 90s, and who are now embracing new adventures, finding joy, and continuing to live life to the fullest as they age. In doing so, we hoped to build positive connections and brand affinity with this key demographic as they navigate midlife.
Whether it was re-creating scenes from "The Breakfast Club" or using slap bracelets, rotary phones and aerosol hairspray to say "it might be time for AARP," collaborating with this group of Gen X creators gave AARP a seat at the cool kids’ table — showing we’re not just about retirement, but about living life out loud and with a wicked sense of humor.
Our strategy for this partnership hinged on surprise, authenticity, and cultural resonance. Recognizing the power of nostalgia and the unique voices of four iconic Gen X creators, we set out to do more than just collaborate: We seamlessly integrated them into some of AARP’s most popular recurring video series alongside "AARP TikTok Guy” Craig Moorhead, transforming familiar content and infusing it with fresh energy from some of the most recognizable faces within the Gen X social media community.
Instead of traditional influencer takeovers or standalone spots, these creators appeared across our established video franchises, surprising and delighting our audience by showing up where they least expected: right in the middle of the videos they already loved. We posted the videos on our TikTok account, leveraging the collab feature to reach each creator’s audience as well. This approach not only wove the creators’ humor and authenticity into the fabric of our brand, but also organically introduced their loyal followers to the AARP community, fostering a sense of belonging and shared experience. Their unique comedic styles and relatable Gen X perspectives brought a new layer of engagement and made every episode feel like an event.
A highlight of our collaboration was a recreation of the classic hallway scene from “The Breakfast Club” — a nod to one of Gen X’s most beloved films. Building on the viral success of our previous Breakfast Club tribute, this new rendition was a perfect blend of nostalgia and originality. Craig and the creators each inhabited one of the iconic characters, and we re-cast the film’s resident grown-up, Principal Vernon, with a Gen Z character demanding the group create a TikTok explaining who they think they are. We not only paid homage to a cultural touchstone, but also demonstrated our understanding of Gen X humor, references, and values. The video resonated deeply, sparking conversations, shares, and positive sentiment across TikTok and Instagram.
Additional videos integrated the creators into popular nostalgia-driven series like “What Is That?” and “Gen X ASMR Blindfold Challenge,” content that is crafted to honor the unique moments, items, and cultural touchstones that shaped Gen X, unlocking fond memories and sparking generational pride. Through this approach, our collaboration became a celebration of Gen X and a clear message that they’re not just seen by AARP — they’re at the heart of what we do.
Through high-energy, bite-sized videos packed with fun and humor, we showcased that AARP is about embracing life boldly and joyfully at any age—not just planning for retirement. The creators’ involvement helped us connect authentically with Gen Xers, flipping the script on what it means to get older and ensuring that midlife is seen as a time for fun and new adventures, not limitations.
This collaboration delivered a cultural moment that resonated powerfully with our audiences. In total, the content we created together generated 8.5M views, and more than 220,000 engagements, including 8,000 comments and 16,000 shares. Viewers spent a combined 63,937 hours watching the content, which also brought nearly 30,000 new followers into our AARP TikTok community.
But the true measure of success came from the outpouring of positive engagement. Fans declared:
Love this! AARP is where the cool kids sit now! 😎
This entire post is GenX approved. All our favorite content creators ♥️.
It’s like the avengers assembled! But also like, haven’t we all dreamed of being ‘The Breakfast Club!’
*chef's kiss* my Gen X brain approves!
THIS, this is next level advertising
The most badass AARP generation eeevvveeerrrrrrrr🤣🤣🤣
This is the best thing I've seen on this app
By bringing together beloved creators and honoring Gen X’s unique legacy, we showed that AARP isn’t just relevant— we are leading the cultural conversation alongside some of this generation’s top voices on social. Our campaign didn’t just reach the “forgotten generation,” it fueled meaningful engagement and a celebration of Gen X pride.
