State Farm betting on social media ad over big game placement
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Perhaps snubbing what is considered its own Super Bowl for the advertising industry, State Farm Insurance Co. is hitting TikTok instead.
While the insurance company aired its first Super Bowl ad in 2021, it’s forgoing the splurge in favor of the #TeamStateFarm TikTok challenge. Launched in late January on the social media video platform, the campaign uses the Jake From State Farm character as a talent scout evaluating video submissions, according to a report on Adweek.com.
State Farm said in a statement that its agency partners who created the insurer’s 2021 Super Bowl ad is now pivoting to TikTok “to meet the next generation of consumers by showing up where they’re spending their time and in spaces that they’re interested in.”
“Rather than focus solely on one day and a traditional on-air spot, which admittedly was a huge success for us last year, we decided to tap into the ongoing excitement of #TeamStateFarm to extend engagement from the regular season into the postseason and beyond,” a company marketing executive told Adweek.
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