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JAKE FROM STATE FARM

CREDITS

THE MARKETING ARM

THE MARKETING ARM

AGENCY

DAVE WASSERMAN

VP, CREATIVE

RANDIE SPEIR

SR. ART DIRECTOR

DANIELLE JANOTA

SR. COPYWRITER

THE GIST

The ask was simple: bring Jake from State Farm back. So we👏🏻 did 👏🏻 that👏🏻. We reintroduced him by making him cool (sorry OG Jake), making him relatable, and by putting him everywhere. Like, actually... everywhere. Over the last 3 years I helped launch Jake  and establish his social media presence, building his clout and making him culturally relevant.

MY ROLE

Had a key role in the pitch on how to bring Jake from State Farm back to life. Brainstormed, produced and executed creative across multiple platforms to help define Jake's personality and character, making him relatable to the masses. Continually create social/digital content for Jake to keep him up-to-date on trends and social conversations.

WELCOME TO JAKETOK!

With TikTok taking off as a social media platform in 2020, it seemed like a no-brainer to give Jake from State Farm an account. Turns out, there's a lottttt of legal red tape when it comes to brands showing up on the platform. After months of working with TikTok and convincing State Farm this would be worth it, we finally were able to launch his account at the end of 2021. Jake has been live on TikTok for a little over a year and we're proud to say we grew his following organically to over 700k followers and over 2.3MM likes.

Here are some of my favorite JakeTok's I've worked on to date:

@jakefromstatefarm

which look was your fav? 🤔

23.7k

550

@jakefromstatefarm

I should have read the reviews smh

24.8k

354

@jakefromstatefarm

s/o to Patrick for going behind the back to give me a chance😅

170.9k

521

@jakefromstatefarm

Text: Patrick approved. Fingers: crossed. 🤞🏽

94.9k

473

@jakefromstatefarm

I swear I unplugged it after pressing my khakis…or did I???

4.5k

86

@timmcgraw

Saw #PatrickMahomes do this football toss and found out I've still got a little bit of arm in me after all. 💪

​

*yes, we got organic engagement from Tim McGraw. Did he completely ignore Jake from State Farm? Also yes, but we will take it.

SINCE REINTRODUCING JAKE...

We’ve strategically used his social platforms to establish his personality as a spokesperson and influencer, organically growing his following along the way. We work hard to make Jake a relatable, down to earth representative of the brand so that the consumer audience can reshape their perception of State Farm. Jake is now on Instagram, Twitter and TikTok, where his following has grown enormously and continues to grow.

Keep scrolling to see some of my favorite Jake Instagram posts.

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JAKE PRE-ROLL

We launched the new Jake from State Farm and then almost immediately, the pandemic hit. We were asked to rethink existing media buys and create content that was relevant to the new ways of the world. We created pre-roll to go before concert livestreams that showed Jake giving tips on how to dance at a livestream. The spot features silly dance moves and is meant to purely entertain and make Jake a likable character.

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