State Farm Social Video: National Scrabble Day
Another agency was creating fun social content for State Farm that performed very well, but wasn't tied to the brand. To counter this, I initiated a new direction for our State Farm content, creating social videos that were fun, but also relayed the brand's values. These videos garnered our highest numbers to date and we successfully inserted State Farm and their core messages into popular conversations. The other agency began to follow this strategy soon after.
This was the first video in the series and highlighted how you can score big—in both Scrabble and in life—with these words that are central to State Farm's brand message. I created the concept, came up with all of the words and set up the shoot. For the record, this is a single Scrabble game (one set of tiles).
