In 2022, State Farm introduced the Personal Price Plan. To get millennial consumers to remember that they can personalize their coverage, State Farm and creative agency TMA created a campaign in which people think they need to reveal “personal” information about themselves to get the State Farm Personal Price Plan. In one of State Farm’s commercials, it’s revealed that NFL superstar Patrick Mahomes likes to take a “jazz bath” after every practice. Almost immediately, the phrase “jazz bath” caught fire on Twitter. We knew this presented us with an opportunity: a chance not only to connect with a notoriously hard-to-reach millennial audience, but also to give consumers a long, luxurious Jazz Bath.

Along with giving consumers a chance for a long, soothing jazz bath, we also wanted to get something special into their hands. Naturally, that meant creating a CD featuring the world’s smoothest jazz music. We chose a CD because the true ‘90s-style music needed to be shared on the most ‘90s-style music platform out there. With that in mind, we built a retro campaign around the CD that consumers would enjoy every step of the way.

Within days of the phrase “jazz bath” catching fire on social media, we assembled a top-tier group of jazz players to lay down some of the smoothest, silkiest jazz tracks. Once the tracks were mastered, we quickly burned them onto thousands of CDs titled "Jazz Bath: The Bath Bomb Sessions". To make the CD available to the throngs of fans craving a relaxing soak, we built a website where it could be ordered and promoted the CD through OLV, banner ads, and media partners like CBS Sports. We also enlisted a team of high-powered influencers to promote it on social media, including Jake from State Farm and Patrick Mahomes himself. We even created a 1-800 number to keep the ’90s vibe going. Within a week, all 11,000 copies were snapped up, making the world a smoother, soapier place. And most importantly, State Farm connected with a hard-to-reach audience by giving them something they were truly asking for: a long, soothing Jazz Bath. But that was just the start. The Jazz Bath campaign garnered 125M+ impressions, 13M+ video views, 8M+ earned impressions and 201K+ engagements.