MUSE Platinum

2023

"Jake from State Farm" TikTok

Entrant Company

The Marketing Arm

Category

Social Media - TikTok Page

Client's Name

State Farm

Country / Region

United States

State Farm and creative agency TMA built a home for Jake from State Farm on TikTok to reach younger audiences, increase cultural resonance, and drive relatability. Jake has become a TikTok creator, proving that a 100-year-old insurance brand can kick it with Gen-Z and find success by rooting its strategy in culture, creator collaboration, and community-building.

Content is created exclusively for TikTok to build Jake’s persona and differentiate it from other marketing mediums. Instead of traditional video cut-downs, brand messaging, or #InsuranceTok, Jake jumps on trends, shares hot takes, and spreads “good neighbor” vibes. He also slips in the memes because we’ve got to give the people what they want, right? Jake regularly sports the cleanest fits for #FashionTikTok ("uhh...khakis?"), gets in on #LetsPlay (gaming), and participates in other trending conversations normally out of reach for insurance brands.

To reach new audiences and build Jake’s community, he partnered with 12 creators across a mix of content styles and demographics. Creators who sing, act, dance, cook, hoop, and style captured content with Jake, contributing to an estimated 100K+ followers. With each collaboration, Jake unexpectedly stars in the creator’s storytelling and drives followers to his page to check out another video featuring the creator.

Always-on community engagement allows Jake to interact with fans while seeking trending conversations to further engage the TikTok community. Custom responses allow Jake to show up in a self-aware way in comments on his TikTok videos (reactive) and relevant viral content (proactive). Prioritizing this has led to more than 2,100 custom engagements, garnering 1.25M comment likes and 7K replies. These days, they’re asking him about more than what he’s wearing.

Jake’s channel has grown 470K followers (+284%) and reached 1.6M likes in 2022, achieving twice the engagement rates of brand averages. Jake’s audience has collectively watched over 6 years (Sprinklr) of his content. While the State Farm brand is ubiquitous, Jake’s growing follower and engagement metrics indicate that Gen Z and Millennial consumers are intentionally seeking out, relating to, and engaging with the brand through Jake as a cultural figure.

Credits

Marketing VP, State Farm
Alyson Griffin
Assistant VP, State Farm
Patty Morris
Creative Director, State Farm
Clinton Inselmann
Marketing Director, State Farm
Sue Beigie
Marketing Manager, State Farm
Susi Lucas
Senior Producer, State Farm
Joshua Zilm
Marketing Manager, State Farm
Erin Keefe
Marketing Analyst, State Farm
Alex Biedenharn
Marketing Analyst, State Farm
Tammy White
Marketing Analyst, State Farm
Denver Smith
Marketing Analyst, State Farm
Anna Francisco
Marketing Analyst, State Farm
Jennifer Schieler
Marketing Analyst, State Farm
Brian Pack
Brand Design and Mangement, State Farm
Stephen Trickey
Public Affairs Senior Manager, State Farm
Selena Ingram
Public Affairs Senior Specialist, State Farm
Jaclyn Drake
Public Affairs Specialist, State Farm
Chelsea Abujabir
Public Affairs Specialist, State Farm
Daniel Losk
Public Affairs Specialist, State Farm
Megan Jensen
Public Affairs Specialist, State Farm
Kevin Gamble
Senior Vice President, TMA
Susan O’Leary
Vice President, TMA
Casey McDonough
Group Account Director, TMA
Haley Rabb
Associate Account Director, TMA
Anna Kaczkowski
Assistant Account Executive, TMA
Shayla Phillip
Account Coordinator, TMA
Jessi Garcia
Chief Creative Officer, TMA
Harris Wilkinson
Senior Vice President, TMA
Dave Wasserman
Vice President, Group Director, TMA
Whitney Hill
Creative Director, TMA
Jennifer Page
Junior Art Director, TMA
Andrea Wood
Junior Copywriter
Briana Sandoval
Copywriter, TMA
Jim Choy
Art Director, TMA
Kevin Bush
Senior Art Director, TMA
Christopher Terry
Art Director, TMA
Emma Heinz
Copywriter, TMA
Michael Webber
Copywriter, TMA
Tim Brutsman
Senior Art Director, TMA
Randie Speir
Senior Copywriter, TMA
Chloe Rockel
Senior Art Director, TMA
Josh Johnson
Associate Creative Director, TMA
Scott Wolf
Creative Resources Manager, TMA
Krysten Gross
Senior Director, TMA
Nataja Lutkenhouse
Assistant Manager, TMA
Mia Shaw
Group Director, TMA
Patrick O'Brien
Senior Director, TMA
Matt Poness
Assistant Producer, TMA
Lindsey Dzura
Video Editor, TMA
Sebastian Moore
Senior Vice President, TMA
Stephen Parker-Eaton
Connections Director, TMA
Becca Atkins
Community Manager, TMA
Maria Fernanda Suarez
Associate Strategist, TMA
Shamia Charles
Analyst, TMA
Joe Pounders
Analyst, TMA
Noah Betancourt
Associate Director, TMA
Ellen O’Donnell
Senior Talent Manager, TMA
Cheryl Collins
Senior Manager, TMA
Penny Galazkiewicz
Production Manager, TMA
Randa Briggs
Senior Manager, Production, TMA
Kelly Lenthe
Executive Producer, Natural Selection
John Suits
Executive Producer, Natural Selection
Amanda Mortimer
Executive Producer, Natural Selection
Nicole Flores
Director of Photography, Natural Selection
Mark Putnam
Production Manager, CMC/Forecast, Inc.
Carolina Clifford
On-Set Manager, CMC/Forecast, Inc
Timothy Beverly
Actor, Odenkirk Provissiero Entertainment
Kevin Miles
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