Viral video success doesn’t happen often. For brands, especially in industries like insurance, consumers treat their content as an uninspiring necessity – not a source of entertainment and inspiration.
But when content fortune does strike, big audience opportunities follow – if you have the agility and an effective strategy to capitalize on them.
State Farm did all that in its integrated Jazz Bath: The Bath Bomb Sessions campaign. With help from its creative agency, The Marketing Arm (TMA), the brand turned the viral asset into a fully integrated content platform that drove ongoing audience engagement and brand affinity.
The viral success of Jake from @StateFarm explaining “personal” to NFL QB @PatrickMahomes propelled State Farm and @wearetma_agency to expand their #content reach, says @Joderama via @CMIContent. Click To Tweet
It’s a lesson in best practices for this 2023 Content Marketing Awards Project of the Year finalist.
1. Capitalize on resonant connections
Star-studded stunt-casting is a popular ad approach, especially during the National Football League’s season. To …