State Farm Promo STAND UP CAMPAIGN by Energy BBDO Chicago

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Industry Insurance
Media Promo & PR
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: Financial Products & Servcies
Advertiser: STATE FARM
Date of First Appearance: Nov 15 2010
Entrant Company: ENERGY BBDO, Chicago, USA
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 (Votigo)
Media placement: Facebook Ads - Facebook - November 15, 2010
Media placement: Daily Status Update - Facebook - November 15, 2010

Describe the objective of the promotion.
After experiencing months of stagnant fan growth and engagement since the launch of State Farm’s flagship Facebook page, we wanted to quickly drive engagement and new fans into the stream – within 30 days.

Describe how the promotion developed from concept to implementation.
To meet our objective, our creatives focused on the user – first and foremost. Understanding that users are on Facebook to converse, share and be entertained, we believed that to engage them otherwise would be counterproductive. The team explored various ways for State Farm to step away from their current “newsletter” approach to content – and more traditional "enter to win" approach to sweepstakes. This idea that leveraged amusing and timely conversational topics (with a tongue in cheek play on the the more cause-related "Stands" that typically State Farm takes), the constant refreshing of content, within a turnkey mechanic.

Explain why the method of promotion was most relevant to the product or service.
Stand Up was proof of how relevance is being redefined for corporations within social media. The program wasn’t designed to drive awareness of any specific State Farm products or services – or even drive home the value of an agent. It was designed with the user in mind, first and foremost. Although products were not at the forefront, the prospects and current customers that participated in the program walked away with a positive sentiment towards the brand. They saw a more light-hearted and approachable side of the brand. The residual effects of this are limitless.

Describe the success of the promotion with both client and consumer including some quantifiable results.
- 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.