State Farm Inspires Women With Storytelling Events
Like a good neighbor, State Farm is there to assist its customers with their insurance needs. But most don’t realize that the company also offers them an array of financial services. To change that perception, and to get consumers thinking about their long-term goals, State Farm rolled out the Write Now campaign. The idea was to have household decision-makers write their goals down, instead of writing them off. With a six-city event tour fueled by inspiration from local women who shared their success stories, the brand ultimately engaged more than 30,000 consumers in six key markets and significantly boosted awareness of its financial services.
At the core of the Write Now program was a mission to foster financial conversations with the target audience. And with a recent survey revealing that 71 percent of millennial women claim to be the financial decision-maker in the household, the brand had its sights set on building relationships with leading ladies—the type of hardcore planner that checks off goals on her five-year plan within the first month.
With its target in mind, State Farm set out on a quest to help women identify and write down their aspirations, and assist them on their journey. To that end, the brand partnered with WME Live for the six-city Together Live tour. The conference featured a lineup of captivating storytellers, as well as special guests that ranged from songwriter Alicia Keys to retired soccer player Abby Wambach.
Each Together Live event offered an on-site activation that tasked attendees with writing their dreams on wall clings, then physically adding them to a “dream tower.” One submission in each market was selected by State Farm, and the winner was surprised on stage with $500 to jump-start her goal. Attendees could also engrave their dreams on a customized notebook, and everyone left the event with a goal-planning worksheet that mapped back to the Write Now program.
To keep the women inspired, State Farm also developed “dream achiever” content for each tour stop that showcased a local woman who started living out her dreams as a result of writing down her goals. At each event, the brand called the dream achiever up to the stage and surprised her with $5,000 to help continue her work. A partnership with Bustle.com and Romper.com extended the conversation beyond the event through customized content and video footage of the dream achievers.
The Write Now program exceeded engagement and impression goals on all fronts, with success measured on increasing awareness of State Farm’s financial services products. Sentiment for the program was overwhelmingly positive, and with 44 million impressions, the brand certainly had something to write home about.