State Farm Jazz Bath Campaign

When their 2022 NFL Bath Bomb commercial received enthusiastic feedback on social media, State Farm

recognized the existing opportunity to augment their brand fame and cultural resonance. Fans couldn’t

get enough of Patrick Mahomes’ rather unique bath routine and wanted to experience jazz baths for

themselves--and they let State Farm know on social media! State Farm delivered, offering consumers

the opportunity to turn any bath into a Jazz Bath.

There were two major components to making this campaign a success:

• Generating awareness and cultivating likeability: State Farm made consumers aware of how unique

and interesting the campaign was, creating a more positive brand perception.

• Driving engagement: They drew audiences in with interactive content that inspired active

engagement.

State Farm created an integrated campaign to give fans the chance to enjoy their very own jazz bath.

That included getting an actual jazz band to record six smooth jazz tracks, featured on a CD titled "Jazz

Bath: The Bath Bomb Sessions." They built a website to streamline CD orders and promoted it through

online video, banner ads, and media partners like Spotify and CBS Sports. State Farm also enlisted a

team of high-powered influencers to push the album on social media, including Jake from State Farm

and Patrick Mahomes himself. There was even a 1-800 number to drum up excitement and keep the

‘90s vibe going; users could further immerse themselves in relaxation by calling to receive wind-down

tips from Jeff the Equipment Manager. Within a week of release, all 11,000 copies were snapped up,

making the world a smoother, soapier place. And most importantly, State Farm connected with a hard-

to-reach audience by giving them what they were asking for: a long, soothing jazz bath.

State Farm's Jazz Bath campaign was met with glowing consumer feedback and generated impressive

statistics. And that’s music to everyone's ears.