How a Viral Ad Turned Into an Award-Winning Content Campaign [Video]

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.