“Jake from State Farm” TikTok

State Farm and creative agency TMA built a home for Jake from State Farm on TikTok to reach younger audiences,

increase cultural resonance, and drive relatability. Jake has become a TikTok creator, proving that a 100-year-old

insurance brand can kick it with Gen-Z and find success by rooting its strategy in culture, creator collaboration, and

community-building.

Content is created exclusively for TikTok to build Jake’s persona and differentiate it from other marketing

mediums. Instead of traditional video cut-downs, brand messaging, or #InsuranceTok, Jake jumps on trends, shares

hot takes, and spreads “good neighbor” vibes. He also slips in the memes because we’ve got to give the people

what they want, right? Jake regularly sports the cleanest fits for #FashionTikTok ("uhh...khakis?"), gets in on

#LetsPlay (gaming), and participates in other trending conversations normally out of reach for insurance brands.

To reach new audiences and build Jake’s community, he partnered with 12 creators across a mix of content styles

and demographics. Creators who sing, act, dance, cook, hoop, and style captured content with Jake, contributing

to an estimated 100K+ followers. With each collaboration, Jake unexpectedly stars in the creator’s storytelling and

drives followers to his page to check out another video featuring the creator.

Always-on community engagement allows Jake to interact with fans while seeking trending conversations to

further engage the TikTok community. Custom responses allow Jake to show up in a self-aware way in comments

on his TikTok videos (reactive) and relevant viral content (proactive). Prioritizing this has led to more than 2,100

custom engagements, garnering 1.25M comment likes and 7K replies. They’re asking him about more than what

he’s wearing!

Jake’s channel has grown 470K followers (+284%) and reached 1.6M likes in 2022, achieving twice the engagement

rates of brand averages. Jake’s audience has collectively watched over 6 years (Sprinklr) of his content. While the

State Farm brand is ubiquitous, Jake’s growing follower and engagement metrics indicate that Gen Z and Millennial

consumers are intentionally seeking out, relating to, and engaging with the brand through Jake as a cultural figure.