State Farm Picks TikTok

Over TV in Super Bowl Ad By: Samantha Mansour &

Jenny Ortega
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 State Farm Insurance Company
"Like a Good Neighbor, State Farm is there.”

• Famous slogan and famous khaki pants.

• Founded in our local town of Bloomington in 1922
• State Farm is the 2nd most used insurance provider in the United
States.
• State Farm provides these three services: Home Insurance, Auto Insurance,
and Life Insurance.
 What is TikTok?
TikTok is a video-sharing app that
allows users to create and share
videos from 15 seconds to three
minutes long.

• Algorithm Based
• 1 Billion Users
• 60% Female users worldwide
(2020)
• 40% Male users worldwide (average user by age in the US)

(2020)
 State Farm’s TikTok Campaign
•  On January 22nd, 2022, State Farm asked users to show off their
talents with TikTok’s duet feature and using the hashtag
#TeamStateFarm.

• The three best TikTok’s will be posted on Jake from State Farm’s
page.

• The video with the most likes will be on a commercial with Jake from
State Farm
 Why TikTok over Super Bowl Commercial?
State Farm’s agency partners at the The Marketing Arm states their
focus was, “to meet the next generation of consumers by showing up
where they’re spending their time and in spaces that they’re interested
in.”(Notte, 2022)

"With credit reporting agency TransUnion showing in increase in Gen Z

and millennial auto insurance spending last year (and a dip in Baby
Boomer and Gen X insurance buys), State Farm is using TikTok to keep
pace with an emerging market." (Notte,2022)
 State Farm’s Previous Campaigns
Super Bowl 51: Drake, Paul Rudd, Aaron Rogers, and Patrick Mahomes
• $5.5 million for 30 seconds
• 28,000 tweets within 40 minutes of commercial airing
• 44,000 tweets during the game

Does the new campaign fit with previous ones?

No, 
• Cost effective, interactive, different target audience, and faster tracking of
engagement. 
 Why This Campaign was Important to PR
“By tapping into the creative TikTok community, we see this activation as a chance
for State Farm to show up in a dynamic and completely unexpected way while
further sharing our ‘good neighbor’ values,”  Alyson Griffin, VP of Marketing at
State Farm.

• This is important because the strategy to use TikTok instead of the SB ad allows
for shared media to dominate over all the other aspects of the PESO model. 
 Was This Campaign Successful?
Traction on TikTok:
• 102.6k views on Jake from State Farm’s challenge TikTok
• #TeamStateFarm has 5.6 million views
• 317 users duetted

But was it successful? We don't know.

• Algorithm Based
• Not much engagement, thus far
• Age group duetting
• 96.4 million views in the SB.
To finish off...
In the end we decided to analyze and compare these two previous
campaigns because of the relevancy of both TikTok and the Super Bowl.
Furthermore, we thought comparing campaigns targeting two age
groups would be interesting in our research. 
 Discussion Question #1
Do you think this campaign achieved their goal of targeting a younger
audience?
 Discussion Question #2
Do you think that using Tik Tok as advertisement is a trend or a long-
lasting PR strategy?