Inside State Farm’s Los Asegurados Hispanic Social Campaign
"Our State Farm sitcom, Los Asegurados, will be uploaded periodically for the next couple of months (through April) on the State Farm Latino Facebook and Twitter pages. We know that Hispanics over index on social, which is why an online video series is a great way to reach this community," Patty Morris, Director of Branded Content at State Farm tells Portada. Morris provides more detailed explanations about the insurer's Hispanic millennial social video Campaign.
State Farm's Los Asegurados Campaign focused on Hispanic l audiences is running through April. The campaign is an example of how major companies can use social media (organic and paid) to reach Hispanic millennials.
Los Asegurados (“The Insured”). follows the story of a newlywed couple starting their lives together through a content series that shows slices of their life. "Think “Modern Family” with a Hispanic twist or “Que Pasa USA?” with a mature millennial vibe," Morris explains. The episodes, running on Facebook and Twitter, follow the young couple as they buy a new car and start saving for their family’s future, showcasing how State Farm is there for them at every stage to help life go right.
Distribution and Promotion
There are a total of eight videos, targeting Hispanic millennials, which are being posted and promoted from December 2016 to April 2017. The videos are promoted posts within the State Farm Latino Facebook and Twitter pages. "To reach a larger audience, sponsored video posts are targeted to people who aren’t necessarily followers of the pages, which our media partner, Resolution Media, optimizes on a regular basis," says Morris.
Social is used as a way to build affinity and awareness with the brand within our marketing plan.
All content will have paid promotions on Facebook and Twitter. Morris explains that "Social is used as a way to build affinity and awareness with the brand within our marketing plan." She adds that Hispanics value inclusive brands. "Using a cross-cultural approach with in-language efforts to reach the Hispanic market helps to demonstrate our commitment to diverse communities through social campaigns such as Los Asegurados as well as our community outreach and philanthropic efforts."
Morris claims that there already has been positive response and comments on the videos. "For example, one user said in reference to Juan not liking to throw out his things: “That’s my husband he holds on to old stuff…lol…gotta love him.”
How Social Embeds into State Farm's Overall Marketing Plan
"Los Asegurados is a social campaign that evolved from our Here to Help Life Go Right creative campaign which launched last year," says Morris. In June 2016, State Farm hit the refresh button on our brand. People knew that State Farm would always be there when things went wrong. What they didn’t realize is the many ways State Farm is here to help life go right. Some combinations in life go together better than others, like combining your home and auto insurance. Through these campaigns we want to show how State Farm is here to help life go right in an engaging way whether that’s by combining your home and auto insurance or help make financial topics less intimidating and more understandable among Latinos. State Farm agents serve as a great resource to provide needed tools, resources, and education to aid families moving into this stage in their lives. For us, being a good neighbor, Un Buen Vecino, is not just being there when things don’t go as planned; being a good neighbor is also about being “here” in all of life’s moments.
Los Asegurados Credits
State Farm's in-house team led by Patty Morris, the effort involves a relatively large amount of partners including: Alma (creative), OMD (media), Resolution Media (paid social).
Production Company: Landia, Director: Karina Munition and Editor: Fro Rojas