State Farm Design & Branding STAND UP by Energy BBDO Chicago


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Industry Insurance
Media Design & Branding
Market United States
Agency Energy BBDO Chicago
Copywriter Nate Gagnon
Account Supervisor Marlon Millhouse
Illustrator Francis Almeda, Jillian Lamb, Mike Fortress
Released November 2010

Credits & Description

Category: Online Digital Design
Advertiser: STATE FARM
Date of First Appearance: Nov 15 2010
Entrant Company: ENERGY BBDO, Chicago, USA
Entry URL:
Creative Lead: Kevin Lynch (Energy BBDO)
Copywriter: Nate Gagnon (Energy BBDO)
Art Director, Illustrator: Amanda Grandel (Energy BBDO)
Illustrator: Francis Almeda (Energy BBDO)
Illustrator: Mike Fortress (Energy BBDO)
Illustrator: Jillian Lamb (Energy BBDO)
Account Supervisor: Marlon Millhouse (Energy BBDO)
Project Manager: Lisa Perez (Energy BBDO)
Tech Lead: Tim Janczewski (Energy BBDO)
Development House: Votigo, Inc (Votigo, Inc)
Media placement: Facebook Ads - Facebook - November 15, 2010
Media placement: Daily Status Update - Facebook - November 15, 2010

Describe the brief from the client
After experiencing months of stagnant fan growth since the launch of their flagship Facebook page, State Farm challenged us to drive 10,000 new fans into the stream – within 30 days.

Describe the challenges and key objectives
With an understanding that users are on Facebook to converse, share and be entertained, we wanted to come up with a promotion idea that would allow them to do just that– while also achieving the objective of gaining 10,000 new fans. The hope was also to get State Farm to step away from their current “newsletter” approach to content and more traditional "enter to win" approach to sweepstakes. We collectively landed on this idea that leveraged amusing and timely conversational topics (with a tongue in cheek play on the more cause-related "Stands" that typically State Farm takes), the constant refreshing of content, within a turnkey mechanic.

Describe how you arrived at the final design
Our goal for the design of Stand Up was to create something that could be brand iconic and work well within Facebook’s design constraints. We took a vector art approach that tied together each of the 30 Stand Up stands under one design umbrella. This was especially important because of the number and frequency of images. Additionally, each piece of vector art was made with the knowledge that sharing on Facebook involves small thumbnail images. This let us crop less, and communicate more.

Give some indication of how successful the outcome was in the market
In less than two weeks, we had already earned more than 10,000 new Facebook fans. Upon completion, we achieved nearly 24,000, increasing the total fan base on State Farm’s Facebook page by 70% (which they’d been accumulating for more than 29 months).User engagement spiked by 295% during the promotional period – as more users engaged with, viewed and consumed content than ever before. An overall analysis validated that the program succeeded in changing perceptions of the brand and creating real engagement in a way that State Farm has never done before.