Viral video success doesn’t occur typically. For manufacturers, particularly in industries like insurance coverage, customers deal with their content material as an uninspiring necessity – not a supply of leisure and inspiration.
However when content material fortune does strike, massive viewers alternatives comply with – in case you have the agility and an efficient technique to capitalize on them.
State Farm did all that in its built-in Jazz Tub: The Tub Bomb Classes marketing campaign. With assist from its artistic company, The Advertising Arm (TMA), the model turned the viral asset into a completely built-in content material platform that drove ongoing viewers engagement and model affinity.
The viral success of Jake from @StateFarm explaining “private” to NFL QB @PatrickMahomes propelled State Farm and @wearetma_agency to develop their #content material attain, says @Joderama by way of @CMIContent. Click on To Tweet
It’s a lesson in finest practices for this 2023 Content material Advertising Awards Mission of the 12 months finalist.
1. Capitalize on resonant connections
Star-studded stunt-casting is a well-liked advert strategy, particularly through the Nationwide Soccer League’s season. To face out, viewers have to see the superstar cameo as related to their pursuits and affiliate it with the model’s worthwhile choices.
State Farm achieved this by reinforcing the viewers’s confirmed belief in its khakis-and-red-shirt clad spokes-character – Jake from State Farm – for an advert airing all through the 2022 season. The Tub Bomb advert aired a humorous dialog between Jake and Kansas Metropolis Chiefs quarterback Patrick Mahomes.
The spot promotes the insurer’s private worth plan. Patrick will get just a little too private by revealing that he’s “a shower bomb man.” Whereas Jake clears up the misperception concerning the “private” product, the enrobed quarterback proceeds along with his leisure ritual and soaks in a bathtub full of scented tub oils in the midst of the exercise room, no much less. Then, the group’s gear man (performed by actor/comic Mark Sipka) pops in along with his saxophone so as to add the musical ambiance.
2. Hear for artistic alternatives
Insurance coverage isn’t related to enjoyable, leisure, or superstar spa habits. But, the off-beat spot sparked a frenzy of constructive suggestions on social media. Many (like @TayloreHemnes within the instance under) used the marketing campaign’s hashtag #JazzBath on Twitter, Instagram, and Fb to specific curiosity in creating their very own jazz tub expertise.
3. Leap in earlier than sentiment has time to chill
State Farm acknowledged the clear alternative to increase the model’s second of cultural resonance. However constructing on that momentum would take swift motion, easy coordination, and a splash of inspiration.
Losing no time, TMA took the tub ball and turned it right into a jazzy multimedia marketing campaign. The lynchpin? They labored with skilled jazz musicians to document six authentic tracks. The ensuing CD – Jazz Tub: The Tub Bomb Classes – enabled Jazz Tub followers to take pleasure in a private leisure journey.
To streamline orders of the free CD (whereas they lasted), TMA created a microsite: MyJazzBath.com. (Now that the marketing campaign is over, the URL redirects site visitors to State Farm’s foremost web page.) Banner adverts and on-line movies promoted the disc and prolonged the marketing campaign’s attain.
4. Invite influencers to dive in, too
Even hit campaigns can have a brief shelf life in a loud content material panorama. As soon as the viewers’s pleasure winds down, they’ll shortly lose curiosity and transfer on. Selling your viral content material is one of the simplest ways to make sure your model stays on their minds, holds their curiosity, and drives them to behave.
State Farm didn’t drop the ball on this significant step. To assist get its tunes onto followers’ bath-time playlists, the company used a trusted content material advertising and marketing play: partnering with influencers.
Based on TMA, State Farm enlisted the assistance of the marketing campaign’s stars and partnered with high-profile influencers (together with @Courtschaos and @Baileyspinn) on TikTok to push the album on social media.
Media companions had been referred to as as effectively. Spotify shared a branded playlist that includes all six tunes from the CD, together with Who’s Prepared? (For a Jazz Tub) and I’m Not Crying (There’s Cleaning soap in My Eyes).
5. Reinforce enjoyment with associated content material
A single viral content material hit hardly ever equates to long-term advertising and marketing outcomes. However by extending an expertise the viewers enjoys, you possibly can reinforce the worth they obtain – and improve the chance they’ll take direct motion with what you are promoting.
For Jazz Tub, the company saved the preliminary spot’s stress-free vibes alive with different marketing campaign movies. For instance, within the spot under, Jeff, the gear supervisor who introduced the saxophone to the unique advert, pitches his debut CD by parodying a Nineteen Nineties-era infomercial:
The company adopted that up with the Jazz Tub Hotline interactive content material characteristic. Followers who referred to as (866) JAZZ-BATH had been handled to a message from Jeff along with his suggestions for winding down and chilling out.
Cool jazz, scorching outcomes
Inside per week, all 11,000 copies of The Tub Bomb Classes CD offered out. Even higher, based on TMA, the marketing campaign linked with State Farm’s hard-to-reach target market of millennials. Getting them jazzed up a few “uninteresting” subject like insurance coverage led to spectacular advertising and marketing outcomes.
Based on TMA, these outcomes included:
- 125.6 million impressions
- 13.3 million-plus video views
- 8.5 million-plus earned impressions
- 201,100 engagements
- 6,0000-plus streams on Spotify
- 30,000-plus visits to JazzBath.com
- Almost 1,000 calls to the Jazz Tub hotline
On prime of capturing the cultural zeitgeist, the marketing campaign garnered recognition for TMA amongst its trade friends: It received the Content material Advertising Award for Most Revolutionary Content material Distribution Technique. It additionally took the highest prize on the fifteenth Shorty Awards within the humor, comedy video class and acquired an honorable point out within the humor, monetary providers class.
Tune in, flip up the amount, and soak in success
With a wise technique, you possibly can flip a shock hit right into a well-orchestrated, multi-platform marketing campaign. Not solely will that squeeze extra advertising and marketing worth out of your hottest content material property, however it will probably additionally get you showered with consideration out of your viewers.
Will State Farm’s Jazz Tub add a Content material Advertising Award for Mission of the 12 months to its spectacular achievements? Register to attend Content material Advertising World, the place the winner shall be introduced on September 28.
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Cowl picture by Joseph Kalinowski/Content material Advertising Institute