After 10 years, we brought back the khaki-wearing icon, Jake from State Farm– but not as your average spokesperson. In Jake’s new era he became a culturally relevant millennial and social media sensation (let’s go JakeTok) through strategic collaborations, influencer partnerships, and a whole lot of fun, organic content.
The results? In 2020 we organically grew Jake's Instagram followers by over 430%. Then with the introduction of JakeTok in 2021, Jake's TikTok page grew to 640K followers, reached 1.75M likes, and effectively engaged users on the platform at a 14.5% engagement rate (2x the reported average brand engagement rates).
Design
Art Direction
Content Creation
Team
The Marketing Arm (Agency)
Dave Wasserman (VP, Creative)
Michael Webber (CW)
As the TikTok buzz was rising, we launched JakeTok – a bold new space where we could meet people where they were—less about selling, more about connecting. It became a platform for fun, culturally fluent content that felt real and authentic.
In less than a year, JakeTok became an internet sensation with an engagement rate of more than twice the brand average and organically gaining over a million followers in 18 months.
Along with helping on the initial pitch, here are some of my favorite JakeTok contributions: