ENERGY BBDO, Chicago / STATE FARM / 2011
After experiencing months of stagnant fan growth since the launch of their flagship Facebook page, State Farm challenged us to drive 10,000 new fans into the stream – within 30 days.
Our goal for the design of Stand Up was to create something that could be brand iconic and work well within Facebook’s design constraints. We took a vector art approach that tied together each of the 30 Stand Up stands under one design umbrella. This was especially important because of the number and frequency of images. Additionally, each piece of vector art was made with the knowledge that sharing on Facebook involves small thumbnail images. This let us crop less, and communicate more.
- In less than two weeks, we had already earned more than 10,000 new Facebook fans.
- Upon completion, we achieved nearly 24,000, increasing the total fan base on State Farm’s Facebook page by 70% (which they’d been accumulating for more than 29 months).- User engagement spiked by 295% during the promotional period – as more users engaged with, viewed and consumed content than ever before.- An overall analysis validated that the program succeeded in changing perceptions of the brand and creating real engagement in a way that State Farm has never done before.