“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.