After the debut of the 2022 State Farm NFL campaign, we noticed fans couldn’t get enough of Patrick Mahomes’ rather unique bath routine. State Farm and creative agency The Marketing Arm (TMA) knew this was a chance to capitalize on the organic social chatter, and even more importantly, knew it was a chance to connect with millennials in an unexpected and fun way — which isn’t always easy for an insurance brand. We invited consumers to turn their ordinary bath into a #JazzBath, driving brand fame and cultural resonance.
We created an integrated campaign to give fans the chance to enjoy their very own jazz bath. That included getting an actual jazz band to record six smooth jazz tracks, which we then put on a CD titled Jazz Bath: The Bath Bomb Sessions. We built a website where the album could be ordered and promoted it through online video, banner ads and media partners like Spotify and CBS Sports. We also enlisted a team of high-powered influencers to push the album on social media, including Jake from State Farm and Patrick Mahomes himself. We even created a 1-800 number to drum up excitement and keep the ‘90s vibe going. Within a week of release, all 11,000 copies were snapped up, and it had over 6,000 streams on Spotify, 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.
Our goal was to generate awareness, cultivate likeability, and drive engagement, and in just six days, we drove 125M+ impressions, 13M+ video views, 201K+ engagements, and 8.5M+ earned media impressions. We sold out of all 11,000 CDs, had over 6,000 streams on Spotify, saw 41M+ impressions from six mega TikTok influencers, had over 30K visits to our Jazz Bath website, received nearly 1,000 dial-ins to our 1-800 Jazz Bath hotline, and had over 26 earned media placements from media outlets like Ad Age and The Drum’s Ad of the Day. And that’s music to our ears.
