Viral video success doesn’t occur usually. For manufacturers, particularly in industries like insurance coverage, shoppers 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 – you probably have the agility and an efficient technique to capitalize on them.
State Farm did all that in its built-in Jazz Bathtub: The Bathtub 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 increase 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 Undertaking of the 12 months finalist.
1. Capitalize on resonant connections
Star-studded stunt-casting is a well-liked advert method, particularly throughout the Nationwide Soccer League’s season. To face out, viewers must see the celeb cameo as related to their pursuits and affiliate it with the model’s priceless 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 Bathtub Bomb advert aired a humorous dialog between Jake and Kansas Metropolis Chiefs quarterback Patrick Mahomes.
The spot promotes the insurer’s private value plan. Patrick will get a bit of too private by revealing that he’s “a shower bomb man.” Whereas Jake clears up the misperception in regards to the “private” product, the enrobed quarterback proceeds along with his rest ritual of soaking in a bathtub crammed with scented bathtub oils in the course of the exercise room, no much less. Then, the workforce’s gear man (performed by actor/comic Mark Sipka) pops in along with his saxophone so as to add the musical ambiance.
2. Pay attention for artistic alternatives
Insurance coverage isn’t related to enjoyable, rest, or celeb spa habits. But, the off-beat spot sparked a frenzy of optimistic suggestions on social media. Many (like @TayloreHemnes within the instance beneath) used the marketing campaign’s hashtag #JazzBath on Twitter, Instagram, and Fb to specific curiosity in creating their very own jazz bathtub 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, clean 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 unique tracks. The ensuing CD – Jazz Bathtub: The Bathtub Bomb Classes – enabled Jazz Bathtub followers to take pleasure in a private rest journey.
@StateFarm’s company, @wearetma_agency, turned the #video success of its Jazz Bathtub advert spot right into a free, unique six-track CD, says @Joderama by way of @CMIContent. Click on To Tweet
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 most important web page.) Banner advertisements 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 will rapidly lose curiosity and transfer on. Selling your viral content material is the easiest way 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.
In response to 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 have been known as as effectively. Spotify shared a branded playlist that includes all six tunes from the CD, together with Who’s Prepared? (For a Jazz Bathtub) 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 not often equates to long-term advertising and marketing outcomes. However by extending an expertise the viewers enjoys, you may reinforce the worth they obtain – and enhance the chance they’ll take direct motion with your enterprise.
For Jazz Bathtub, the company stored the preliminary spot’s stress-free vibes alive with different marketing campaign movies. For instance, within the spot beneath, 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 Bathtub Hotline interactive content material function. Followers who known as (866) JAZZ-BATH have been handled to a message from Jeff along with his ideas for winding down and chilling out.
Cool jazz, sizzling outcomes
Inside every week, all 11,000 copies of The Bathtub 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 couple of “boring” matter like insurance coverage led to spectacular advertising and marketing outcomes.
In response to 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
- Practically 1,000 calls to the Jazz Bathtub hotline
@State Farm’s Jazz Bathtub hotline attracted almost 1,000 calls, and the entire marketing campaign earned over 8.5 million impressions, says @Joderama by way of @CMIContent. Click on To Tweet
On high of capturing the cultural zeitgeist, the marketing campaign garnered recognition for TMA amongst its business friends: It received the Content material Advertising Award for Most Modern Content material Distribution Technique. It additionally took the highest prize on the fifteenth Shorty Awards within the humor, comedy video class and obtained an honorable point out within the humor, monetary providers class.
Tune in, flip up the quantity, and soak in success
With a sensible technique, you may 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 belongings, however it may well additionally get you showered with consideration out of your viewers.
Will State Farm’s Jazz Bathtub add a Content material Advertising Award for Undertaking of the 12 months to its spectacular achievements? Register to attend Content material Advertising World, the place the winner will probably be introduced on September 28.
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Cowl picture by Joseph Kalinowski/Content material Advertising Institute
