State Farm: Measuring Jake from State Farm’s Debut on TikTok

Insurance firm State Farm used omniearnedID Brand Lift tracking methodology to measure the success of its debut TikTok campaign featuring mascot Jake From State Farm (JFSF).

The Situation

In November 2021, State Farm made its TikTok debut through beloved mascot Jake from State Farm (JFSF) in order to increase awareness, favorability, and preference of the company as an insurance provider, especially among Gen Z and younger Millennial audiences. However, outside of video views and engagement rates, the company was unsure how to measure the impact of its TikTok presence on the goal of increasing brand loyalty.

To solve this challenge, Ketchum developed a customized Brand Lift study, comparing brand health metrics from consumers who had seen JFSF TikTok content against those who hadn't. With this innovative...

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