This is not the first time State Farm has ditched a pricey in-game ad—a 30-second spot is costing as much as $7 million this year—for a more digital-centric, social-first approach, as it seeks to connect with young Gen Z and millennial consumers. After airing a Super Bowl spot in 2021, the brand took to TikTok last year with a campaign that had Jake acting as a talent scout for fans. The socially led strategy is one Cook said will be a key priority as she takes the marketing helm. The insurer is maintaining a “human plus digital” focus, by activating in the metaverse, executing in new ways on TikTok, investing in gaming and sports and continuing to personalize the insurance experience for customers, she said.
Such innovation comes at a particularly challenging time for the insurance industry, when climate change, inflation and rising claims costs, along with a wholly new generation of customers to court, put pressure on brands like State Farm to adapt their marketing. Overall, most insurers, who are known for operating billion-dollar marketing budgets in some cases, have been investing more in digital advertising and pulling back on traditional mediums like broadcast TV.
“We’re not afraid to experiment and try things and use data and push ourselves to modernize the brand,” said Cook.
from Digital Marketing Education https://ift.tt/0KIEOaR
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