jake from state farm social
organic & influencer content
Overview
To connect with Gen Z, we needed to move beyond traditional recognition and build genuine cultural relevance online. We transformed Jake from State Farm into an online icon by leveraging his established brand equity on TikTok. Through a strategic mix of agile, witty content and high-impact influencer collaborations, we established a native presence that resonated deeply with the audience. This approach drove significant growth, resulting in one million organic followers gained in just 18 months.
Check out what Jake’s been up to here.
Role
Concept development, client pitching, art direction, scripting,
pre-production, on-set direction, post-production
Team
Client: State Farm
Agency: TMA (The Marketing Arm)
Director: Matt Poness
Editor: Sebastian Moore
Photographer: Brit Phelan
Group Creative Director: Whitney Hill
Creative Director: Nick Cernoch
Art Director: Andrea Wood
Copywriter: Briana Sandoval
Producer: Lindsey Dzura
Production: Natural Selection
AdAge Creativity Awards
2025 – Finalist, Best use of Tiktok
2024 – Winner, Best Brand Social Media
2023 – Finalist, Best use of Tiktok
Shorty Awards
2024 – Finalist, Brand Voice, Insurance, Multi-Platform Presence
2023 – Audience Gold Honor, Tiktok Presence
2023 – Audience Silver Honor, TikTok Partner
The One Show
2023 – Shortlist, Social Channel, Single Platform
dotCOMM Awards
2023 – Platinum, TikTok Social Media Marketing
