Strategic Vision: Jake from State Farm Transformation
While at TMA, Haley spearheaded the digital rebranding of State Farm’s iconic spokesperson, Jake. The innovative approach revitalized the brand, made Jake ubiquitous in the market and earned State Farm a spot in AdAge’s Top 10 Marketers of the Year.
Credits:
Client: State Farm
Agency: TMA
Despite State Farm's strong brand recognition, it faced challenges connecting with younger demographics. The solution was a comprehensive brand refresh focused on transforming Jake from State Farm into a relatable and culturally resonant figure.
The strategy included a memorable Super Bowl debut, revamped digital marketing, celebrity and influencer collaborations, and an award-winning social media strategy that amplified Jake's authentic voice and charm.
“The insurer reclaimed its status as America’s Good Neighbor.”
