In 2021, State Farm made headlines when they purchased the naming rights to the 2023 Super Bowl at State Farm Stadium. The company also made waves when they decided to take an all-in bet on TikTok as their main platform for advertising during this event. This decision was a risky one, but it paid off in spades. Now that the dust has settled, it is time to assess whether or not this bet was worth it.
Background Information
State Farm purchased the naming rights for the 2023 Super Bowl at State Farm Stadium for a whopping $30 million dollars. As part of their agreement with the NFL, they were given exclusive access to advertise and engage with a younger demographic via social media platforms like TikTok. In order to maximize their reach and engagement potential during this event, State Farm decided to go all-in on TikTok, investing millions of dollars into creating sponsored content with 13 different creators that would be featured during the game itself and leading up to kick off.
Detailed Analysis of State Farm’s TikTok Campaign
The results of this campaign were astounding; organic total viewers reached 8 billion people worldwide, while views/likes generated by these 13 creators ranged from 1 million – 221 million per video (with Khaby Lame’s video reaching 221 million). @JakeFromStateFarm had 17 million views alone, proving that even though Khaby Lame was seen as the star of this campaign, other influencers still managed to make an impact as well.
Discussion of Whether State Farm’s Bet Was Worth it or Not
So was this all-in bet on TikTok for the Super Bowl worth it? On one hand, you could say yes because viewers exceeded expectations and there is now consideration being given to TV ads again in 2024’s Super Bowl if not sooner. On the other hand, there are factors such as cost compared to other advertising platforms and long-term impact of higher engagement with younger audiences that need to be taken into account before deciding whether or not this campaign was ultimately successful.
Final Thoughts
Overall, it appears that State Farm’s all-in bet on TikTok for the 2023 Super Bowl was certainly worth it in terms of brand exposure and engagement levels achieved; however, more detailed analysis needs to be done before we can definitively conclude whether or not this campaign was ultimately successful in terms of ROI (return on investment). Only time will tell if using TikTok as an advertising platform will continue to prove beneficial for State Farm’s future campaigns. Regardless of how things turn out in the end though, one thing is certain – going all-in on social media marketing is a riskier move than ever before but can bring huge rewards if executed properly!
