State Farm has launched a new Facebook campaign to target young adults. To make talking about financial services a little more bearable and relevant, State Farm recently launched two social campaigns to help young adults make ‘cents’ of their money.
Over the course of a series of videos, both campaigns tell different stories that leverage cultural cues to strengthen consumer relevancy while demonstrating how State Farm is there to help life go right.
State Farm worked with DDB New York to create a campaign that is unique in that it looks to leverage familiar social and online content themes (i.e. make-up tutorials, trick shots, cats, cooking, etc.) to make State Farm’s financial information and tips easier to understand. Whether it is directly related to finances and insurance or broader life hacks, these tips and tricks help life go right. State Farm’s Meme-o-nomics videos demonstrate that the brand is here to help with solutions for all aspects of young consumers’ lives.
Each video meme is between :45 – :60 seconds and running on Facebook. Click below to watch each video.
Part of State Farm’s Hispanic social presence, Alma also developed a mini online sitcom rooted in Hispanic insights called Los Asegurados or The Insured in English. Click here to read about Los Asegurados.
DIVERGE spoke to the State Farm team to find out more about the ad campaign:
Where did this idea come from?
We were looking to build credibility for State Farm as a reliable financial services company; deepen multiline relationships by moving State Farm from a brand that sells only auto insurance to one that delivers solutions for life.
We know finance can seem intimidating at times. To help change that, we created a series of web films that provide helpful financial tips in the form of metaphorical “memes” or content our target is used to seeing online (i.e. makeup tutorials, trick shots, etc.). We wanted to communicate that State Farm is here to help financial topics seems less intimidating and more understandable.
Is this to target millennials?
Yes, this demographic was part of our target audience.
How important was diversity in this campaign?
Very Important. The object of our communications is to be relevant and meaningful to our audience. The US is a diverse place and particularly with the millennial demographic.
Why was humor important in these ads?
Humor is one of the most powerful ways to not only grab attention, but to also make sure your message is understood and sticks – particularly in the online environment.
Where are all the videos running?
They are all being promoted on Facebook only.
Are the videos available in other languages:
All four videos were also adapted for the Hispanic market and named Consejo-nomia (Wisdom-nomics) by Alma.
- Makeup (Spanish version): https://www.facebook.com/StateFarmLatino/videos/1216932018376097/
- Impossible Plays (Spanish version): https://www.facebook.com/StateFarmLatino/videos/1205539462848686/
- Cat (Spanish version) https://www.facebook.com/StateFarmLatino/videos/1227886723947293/
- Cake (Spanish version): https://www.facebook.com/StateFarmLatino/videos/1233905190012113/
Client – State Farm
Director of Branded Content – Patty Morris
Manager, Mass Media & Partnerships – Troy Johnson
Marketing Brand Content Manager – Justin Reckamp
Marketing Analyst- Liza Hawkins
Marketing Analyst – Mariana Rutledge
Marketing Analyst – Denver Smith
Marketing Analyst – Nick Aviles
Marketing Analyst – Ruben Rivera
Agency – DDB New York
Chief Creative Officer – Icaro Doria
Executive Creative Director – Cam Hoelter
ACD (Art Director) – Guilherme Rácz
ACD (Copywriter) – Lucas Casão
Head of Production – Ed Zazzera
Senior Producer – Amanda Van Caneghem
Producer – Kelly Treadway
Group Business Director – Claudia Duch
Account Supervisor – Jackie Schultz
Senior Account Executive – Matthew Leach
HISPANIC MARKET ADAPTATIONS
Agency – Alma
Senior Integrated Producer – Carmen Navarrete
Director, Interactive – Carly Sutherland
Digital Content Lead – Gabriela Benitez
Senior Account Executive – Nicole Nuñez
Production by Tool
Director – Brig White
Managing Partner Live Action – Oliver Fuselier
Executive Producer – Brad Johns
Producer – Mary Church
EDITORIAL & POST PRODUCTION
Editorial & Post Production by Beast
Editor (English) – Paul Norling
Editor (Spanish) – Bernardo Revilla
Producer – Jennifer Gothard
VFX by Zoic
Producer – Nic Vassil
VFX Supervisor – Vince Blin
VFX Supervisor – Julien Brami
SOUND & MIX
Sound & Mix by HeardCity
Sound Engineers- Elizabeth McClanahan, Keith Reynaud and Jodi Levine
Music by Asche & Spencer and Bleeding Fingers