PROJECT OVERVIEW

When State Farm wanted to deepen its presence on TikTok, I developed the content strategy and authored a featured blog post that highlighted how the brand engages with communities authentically while staying true to its core identity.

The piece emphasized TikTok’s power to drive discovery—not just of content, but of new interests, products, and brands. By spotlighting State Farm’s approach to listening and participating in relevant conversations, the blog positioned them as a culturally aware, digitally fluent brand.

MY ROLE: Lead strategist + narrative developer

IMPACT

• Featured on TikTok for Business and shared with key B2B audiences, driving over 20K+ views and 3x average dwell time

• Enabled sales teams to position TikTok as a brand-safe, culturally relevant channel for legacy advertisers

• Contributed to growing pipeline conversations with other insurance partners by showcasing successful brand-in-community positioning