State Farm makes short form video to Help Life Go Right (creative strategy)
The brief: Reach millennials in various life stages and form light links with State Farm through their library of relevant and useful articles.
The problem: All insurance companies are basically homogenous, and it typically comes down to cost. So our challenge was to overcome this thought process by creating some goodwill with our audience so they’d made a positive connection with the brand.
The strategy: Research showed big sections of this audience had no grasp on how to handle certain tasks at key life stage tasks, so we selected highly useful tactics and spun fun, creative videos out of them. The key was to make each video short, digestible and informative all while being useful to the viewer.
The execution: Our short form video series capitalized on our quick-hit video editing style, similar to that of our Tasty franchise, and we adapted it to fit a few non-food areas. We taught useful skills to complete important tasks that can help you get through life a little easier.
The result: We netted over 2.5 million total views for the series on Facebook alone, beating client expectations and showing how our creative formats were able to pass the consumer barrier.
