There aren’t many industries less funny than insurance. Even financial services can have a little fun humor. But insurance? No. From car accidents to natural disasters and home damage, insurance rarely gets to be the warmhearted, amusing hero.
So, how did we get to this place where Progressive’s Flo, Geico’s gecko and Liberty’s Doug and his emu are all known for their funny one-liners in commercials? And perhaps the king of them all, Jake from State Farm, manages to not only land the humor but also make you feel like you really would be friends with this guy if you met him in real life.
These spokespeople take the unfunniest of topics and create good feelings around their brands. Nobody does it better than Jake.
Jake is everyone’s ideal neighbor, popping over with a bit of charm and offering to help with whatever task you’re tackling.
Jake is also a master class in brand awareness, dreamed up by the marketing team at State Farm to revive a brand that was known but probably not beloved.
State Farm provides life, auto, health and home insurance, products that can take on a commodity-like feel. They are an answer to a problem, not a product associated with fun, entertainment, relaxation or luxury. None of that stopped State Farm from capitalizing on Jake’s appeal.
A Charming Spokesman Isn’t Everything. First introduced briefly in 2011, Jake captures the everyman personality: funny without being sarcastic, friendly without being too familiar, and ready to help without being overbearing.
But that isn’t even enough. State Farm brought Jake back in 2020 and built a strategy around him as a brand spokesman. There was much more to Jake’s appearances than simply selling insurance in a television ad:
- Jake appeared in television ads with high-profile athletes and celebrities, like Patrick Mahomes and Drake.
- Jake from State Farm, not just State Farm, developed a social media presence. Jake interacted directly with customers and leads, which built trust and familiarity with Jake and State Farm.
- Jake made appearances that increased the perception of his relevance. From sporting events to influencer collaborations, Jake knew how to be part of the conversation.
- Merch! State Farm produced merchandise that reinforced the “good neighbor” brand that State Farm has used to build its place in the market for decades.
Part of State Farm’s success in renewing brand awareness with Jake is its understanding of their own brand. They already had a great tagline: “Like a good neighbor, State Farm is there.” Capturing the spirit of that tagline in a spokesman allowed them to capitalize on an existing strength.
What’s your brand’s strength? Maybe you don’t have a catchy slogan already in place, but maybe your customers often post about your no-questions-asked return policy or the depth of knowledge your technicians demonstrate. If you dig a little bit into what differentiates your brand, you may find that the foundation for an idea just as good as State Farm’s Jake is just waiting to be launched.
If you need help identifying your brand message, contact us at SJC Marketing. We can help you define your brand and build a brand awareness strategy that lets your brand shine!