Astounding Synergy: Unveiling the Epic Kelce-Swift Collaborative Spectacle by State Farm

State Farm is focusing on enhancing its media strategy to engage and build loyalty with a young audience who will soon be in the market for insurance products. The company is prioritizing digital and mobile channels, such as TikTok and esports, and has expanded its agency partners, including the addition of High Dive last summer.

These strategic moves have allowed for increased marketing experimentation. State Farm has just secured its first name, image, and likeness deal with college athlete Caitlin Clark, a rising star in basketball. Additionally, the insurance giant has successfully tapped into the excitement of fans surrounding the official relationship between pop star Taylor Swift and NFL player Travis Kelce, leveraging Kelce's appearance in their advertisements.

During an October football game, Jake from State Farm, the brand’s mascot known for his khaki attire, made a special appearance alongside Kelce’s mother, Donna. With a series of references that keen-eyed Swifties were quick to spot, the stunt not only generated online buzz but also enhanced the performance of TV commercials aired during NFL games.

State Farm’s Head of Marketing Alyson Griffin

Permission granted by State Farm

This week, Our Website interviewed Alyson Griffin, State Farm's Head of Marketing, after her participation in a panel discussion at Advertising Week New York. Griffin, who joined the company two years ago, shared insights on the success of the Swift play, marketing to Gen Z, and upcoming plans for Q4.

This interview has been edited for clarity and brevity.

Our Website: Your Advertising Week panel Monday with The Home Depot was about “conscientious consumers.” How do you define that term? 

The term was coined by the organizers to describe younger consumers who prioritize a brand's purpose. These consumers actively support and purchase from brands that align with their values.

Our marketing strategy revolves around three main categories: serving the current demand for insurance across all age groups. The second category focuses on generating future demand, specifically targeting conscientious younger consumers who may not be ready to purchase policies yet, but are important for future growth. Lastly, we prioritize customer retention and fostering loyalty among our existing customer base.

Is the data relationship considered part of Home Depot's retail media network?

GRIFFIN: Indeed, we are their inaugural non-endemic collaborator. As an insurance brand, we believe we are at the forefront in terms of marketing and media. We acknowledge the significance of retail media and the importance of intelligently engaging both our existing and prospective customers.

Has the conscious consumer influenced your decision to prioritize TikTok during the Super Bowl this year?

GRIFFIN: Absolutely. As an insurance company, we have a clear understanding of our target audience and we strategically focus on reaching them through channels they already engage with. This aligns with our recent collaborations with Donna Kelce and Jake from State Farm, which highlight a shift in our marketing approach compared to how we have previously promoted our association with the NFL.

GRIFFIN: That situation was unique. We had already established a connection with Travis Kelce, who appears in our commercials. We actually filmed that before any of this craziness happened. It was amusing because Taylor Swift suddenly appeared one day, causing a frenzy on Twitter and in the world.

We joined forces with Ryan Reynolds and his company Maximum Effort. It was a remarkable and unexpected moment. We had to consider if it was appropriate to involve Jake from State Farm and if Taylor Swift would have any issues with it. Since Ryan has a relationship with Taylor, he spoke to her about it, and she loved the idea. That's why it was crucial for our agency to handle this pitch, and it wasn't a planned collaboration at all.

Something happened, and within a week, we realized we had a choice to make: either seize this opportunity or let it slip away, even though it's not a typical timeline for the insurance industry. This industry tends to move slowly. However, we had the necessary measures in place and a connection with Maximum Effort. We had been discussing potential collaborations for quite some time but hadn't executed a campaign together until now. Despite its bold nature, we felt assured that we had mitigated the risks.

Do you have a desire to pursue similar endeavors in the future?

GRIFFIN: Our intention is not to perform extreme stunts or forcefully insert ourselves into conversations. We are an integral part of culture and Jake is a significant figure in it. In fact, even our jingle has become a cultural icon. We will continue to invest heavily in our resources, strategically adjusting their usage to reach our existing and prospective customers. As an example, Jake will be attending TwitchCon this weekend, followed by his presence at BravoCon in two weeks. These events cater to very diverse audiences.

Regarding the Jake-Kelce moment, what criteria did you have in place to determine its success?

GRIFFIN: Earned media and social engagement on X went viral. The team showed great foresight by notifying our measurement partners, saying, "Something big is happening. Let's be prepared to collect data." And we did just that, quickly obtaining the necessary information.

Edo, one of our measurement partners, noticed a significant spike in search volume. This indicated that our little stunt had added tangible business value. It wasn't solely about reaching a wider audience through earned media or generating social engagement. Unexpectedly, we also observed a noteworthy outcome. We had three commercials during the Eagles game and three more during the Chiefs game that evening [Ed note: Jason Kelce plays for the Eagles while Travis Kelce plays for the Chiefs. Donna Kelce attended the Eagles game on Sunday with Jake from State Farm]. Following the stunt, the performance of these commercials increased by a staggering 15 times. Typically, our commercials already perform exceedingly well, but the added conversation surrounding the stunt propelled their overall success.

We were capitalizing on the opportunity and then pausing. Knowing when to proceed and when to conclude is crucial. However, we will keep considering any potential opportunities that arise.

How common is it for State Farm to engage a new agency partner for a singular activation?

GRIFFIN: We have broadened our pool of creative agencies in order to introduce fresh perspectives. Currently, our existing group of agencies is performing admirably. Our collaboration with The Marketing Arm on football projects this year has been exceptionally successful. It's not that we don't appreciate TMA; on the contrary, we greatly value our partnership with them and entrust them with a substantial workload. However, given their numerous commitments, it is advantageous to involve other voices. We choose partners who understand the importance of being cooperative and working with other agencies.

Although we are still immersed in the NFL season, we also have plans for the upcoming holidays. What other initiatives are currently underway?

Griffin: The initial batch of holiday ads has already been filmed. Our main focus in the coming season will be our jingle, which will come with an exciting and enjoyable twist. We eagerly anticipate the talented individuals who will be singing our jingle.