Age UK Trading
THEMED CONTENT CAMPAIGNS
Video, writing, podcasts, animation, infographics and newsletters
Creative services to help make the most of later life
The brief: Develop a brand-led content strategy to establish Age UK Trading as the trusted expert in the over 50s lifestyle and product space. Introduce diverse content formats and channels to reach and educate a wider audience, growing brand recognition, engagement and Age UK Trading product sales. Age UK Trading, previously known as Age Co, is the commercial arm of the charity Age UK.
Solution: Highbrook delivered three consecutive themed campaigns, encompassing articles, long videos and clips, podcasts, animations, and infographics.
This has included about 60 how-to and inspiring articles, aligned with the Age UK Trading brand tagline: "Making the Most of Later Life." We also created new digital content formats, such as documentary-style videos, showcasing the brand's renewed vision of physical, social, and mental well-being in later life. Additionally, we refreshed the client's existing article archive.
Following the campaigns, the Age UK Trading monthly newsletter was launched and Highbrook was hired to supply all content to nurture leads and raise awareness of Age UK Trading’s offerings. Articles incorporate on-brand and product-related content, including contributions from Highbrook and broadsheet journalists and real-life case studies of inspiring individuals.
Videos and podcasts
"Six reasons why community is good for the soul" was produced to capture the essence of the Adjusting to Life Changes campaign, interviewing members of Brighton's Too Darn Soulful club to highlight the importance of community support when faced with life’s big changes (top of page). We've also produced other video for Age UK Trading, looking at modern families and their needs in later life.
