Pioneering New Digital Spaces: TikTok
During her tenure at TMA, Haley launched Jake from State Farm’s presence on TikTok, transforming him into a social media influencer. The differentiated strategy resulted in multiple awards including AdAge’s Best Brand Social Media Presence and over 1.3M followers and 8.9M likes to date.
Credits:
Client: State Farm
Agency: TMA
To captivate Gen-Z audiences, Haley developed a dedicated TikTok channel for Jake, positioning him as a content creator rather than a typical insurance spokesperson. Through targeted influencer collaborations, trend-driven content, and innovative Super Bowl campaigns, Jake's TikTok channel organically garnered over 1 million followers, nearly 12M video views and an engagement rate 2x higher than brand averages within two years of launch.
“Jake from State Farm has been an incredible asset to connect us with Gen Z and Millennial audiences … Through collaborations, joining trends, and offering incentivized challenges to his followers, Jake has reached 1 million followers on TikTok — and we couldn’t be more excited.”
-Alyson Griffin, State Farm Marketing Vice President
